Outdoor advertising is trending towards digital, which is changing its role in the marketing mix.
We define DOOH as any out-of-home (OOH) advertising that is dynamically and digitally displayed. It includes digital billboards, digital street furniture, digital transit and digital place-based display. We categorize DOOH as a subset of OOH, not as a subset of digital advertising.
In 2020, DOOH will account for one-third of total US OOH ad spending. Back in 2015, DOOH's share of total OOH was just 17.0%, about half of what it is today.
From 2017 to 2019, the number of total digital displays in Outfront Media’s US portfolio increased from 1,693 to 7,266.
The Outdoor Advertising Association of America (OAAA) showed that in the US, there were 5,742 digital street furniture outdoor ad placements, 7,847 digital transit displays, and 5,830 digital shopping mall, place-based ad units in first half of 2020.
Digital billboards are the most common type of DOOH advertising. Per OAAA, the number of digital billboards in the US reached 9,600 in first half of 2020. In 2016, there were just 6,700 digital billboards, a 43.3% increase over a handful of years.
Outdoor advertising has historically been about awareness and upper-funnel branding. Now that outdoor is becoming more digitized and data-driven, it has grown more common for direct-response and direct-to-consumer (D2C) advertisers to use OOH to acquire customers. D2C advertisers are investing in OOH, as well as TV, because they need more reach than what they can get from social and other digital display.
Source: Benes, R. (2020, August 10). Out-of-Home Advertising Is Becoming More Digitally Driven. eMarketer.
Member Only Access