Digital Out-of-Home Gets Back on TrackAUG 2023Ross Benes US Out-of-Home Ad Spending 2023Digital opportunities are emerging for brands within out-of-home (OOH) advertising. In fact, digital OOH (DOOH) will regain its pre-pandemic share of total outdoor ad dollars at 31.4% this year. This eMarketer report explores the burgeoning landscape of OOH and offers a strategic roadmap to realize its full potential.Presented byCopyright © 2023, Insider Intelligence Inc. All rights reserved.Page 2Presented byContentsExecutive Summary 3OOH recaptures ad dollars, but its comeback is uneven. 4OOH’s share of total media ad spend remains down. 4The outlook for OOH ad spend is back on track after a few rough years. 4DOOH regains its footing after a few turbulent years. 4In-store retail media will account for a growing share of DOOH. 5Programmatic OOH is taking off but still represents few outdoor ad dollars. 5Local and travel advertisers open their pocketbooks. 6Tech giants are leaning into OOH. 7Billboards dominate outdoor ad formats. 7Which trends should advertisers monitor to succeed in OOH? 8Copyright © 2023, Insider Intelligence Inc. All rights reserved.Page 3Presented by ■The worst days are over for out-of-home (OOH), but it struggles to siphon more budgets. With linear TV viewing eroding and privacy laws reshaping digital advertising, OOH is a natural alternative for brands seeking awareness and consideration. However, OOH’s share of total ad spending remains down from pre-pandemic levels. This disconnect speaks to the challenges facing OOH in an era when fewer people work at the office, cinema is down, and retailers fight to regain in-store traffic. ■Digital opportunities are emerging for brands within OOH advertising. Physical retail locations are expanding their OOH inventory by digitizing the in-store experience; automation is slowly gaining momentum in OOH; and Google’s marketplace now has OOH inventory that can be added more seamlessly to multimedia campaigns. While OOH is primarily a traditional medium, it’s becoming more amenable to digitally savvy advertising. This year, digital out-of-home (DOOH) will regain its pre-pandemic share of total outdoor ad dollars at 31.4% (see leading chart). ■Billboards continue to account for an elevated share of OOH revenues. Transit and street furniture have mostly recovered while place-based struggles. The increased emphasis on billboards illustrates that the old-school format is still valuable to advertisers.Executive SummaryUS Out-of-Home Ad Spending 2023Copyright © 2023, Insider Intelligence Inc. All rights reserved.Page 4Presented byOOH recaptures ad dollars, but its comeback is uneven.Outdoor advertising has bounced back considerably from its 2020 decline during the pandemic. But it hasn’t expanded as quickly as the general US ad market. OOH’s share of total media ad spend remains down. ■US OOH ad spen...
