Just 6% of those surveyed by CivicScience say they pay the most attention to OOH advertising, while nearly a quarter pay the most attention to TV or online ads. TV and online advertising are also better at measuring returns than OOH ads, which are generally at the top of the funnel.
As the programmatic ad revolution takes hold, DOOH ads may be better suited to attract consumer attention, but don’t expect them to compete with entertainment-based ads on TV, the internet, and social media.
The big takeaway: OOH is in good shape compared to 2020, but don’t expect rapid growth to keep up. The category on the whole has normalized and ad spend growth is slowing. But within the category, ads are increasingly digital and increasingly programmatic. While OOH may not be the biggest driver of consumer action, programmatic DOOH is definitely an area to watch as retailers get creative with how they use consumer analytics.
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