Billboards claim the largest share of US programmatic OOH ad spend

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Key stat: The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.

Beyond the chart:

• This year, fewer than one-tenth of OOH ad dollars will go to programmatic formats, but that figure will grow as options expand, per our forecast.
• In its pandemic rebound last year, US programmatic digital OOH (DOOH) ad spending more than doubled YoY, but it still represents a small share of overall DOOH spend, per our forecast.
• With more digitization, advertisers will be able to realize programmatic’s potential for flexibility, real-time optimization, and data-driven targeting in a uniquely physical medium.

Use this chart:

• Reassess your programmatic budget.

More like this:

• The state of programmatic advertising in 5 charts
• 3 underutilized ad areas and why the data says you should jump in
• Video takes the lead as non-video programmatic ad spend slows
• 3 innovative OOH ad activations and what you can learn from them

More Chart of the Day:

• 8/22 - Gen Z’s social motivators
• 8/21 - Buying into Klarna
• 8/18 - Agencies in review
• 8/17 - Marketing measurement mix-ups
• 8/16 - Digital out-of-home climbs

Note: Data was provided to Insider Intelligence by Place Exchange.

Methodology: Data is from the July 2023 Place Exchange "H1 2023 Place Exchange Programmatic OOH Trends Report." Results are based on billions of programmatic OOH impressions in the US within the Place Exchange platform comparing data from H1 2023 vs. H2 2022.