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Key stat: US digital out-of-home (DOOH) will make up 31.4% of out-of-home (OOH) ad spend this year, showing recovery after a pandemic dip, according to our forecast.
Beyond the chart:
US DOOH spend will hit $2.87 billion this year, and we project double-digit growth through the end of our forecast period in 2027.
In-store retail media accounts for a growing share of DOOH, as digital ad inventory on store shelves, end caps, cooler doors, and checkout aisles increases.
But DOOH spend is still down from pre-pandemic levels when accounting for inflation.
Use this chart:
Balance DOOH spend with traditional OOH.
Evaluate in-store retail media in your OOH ad strategy.