Even in this outlier of a marketing year, digital out-of-home (DOOH) advertising is poised for an ad spend increase of 1.6%. And it’s predicted that DOOH will increase to $3.84 billion in by 2023 (up from $2.72 billion in 2020).
Out-of-home (OOH) has become more popular, especially with direct response and D2C advertisers, as digital options have increased. One DOOH vendor reported an increase in total digital displays to 7,266 in 2019 (up from 1,693 in 2017). Using DOOH modalities like street furniture outdoor ads, transit displays and shopping mall ads gives advertisers more reach than social and other digital display platforms.
DOOH’s share of total US OOH in 2020 is expected to be one-third, which is an increase from just 17% in 2015. It’s expected that DOOH spending in 2023 will rise to 42% of all OOH in the US.