The number of outdoor displays that are digitized is growing quickly. From 2017 to 2019, the number of total digital displays in Outfront Media’s US portfolio increased from 1,693 to 7,266, according to its financial fillings. Lamar Advertising reported that it added 335 digital outdoor ad units in 2019. Lamar intended to add another 250 DOOH displays in 2020.
Estimates from trade group Outdoor Advertising Association of America (OAAA) showed that in the US, there were 5,742 digital street furniture outdoor ad placements, 7,847 digital transit displays, and 5,830 digital shopping mall place-based ad units in H1 2020.
Digital billboards are the most common type of DOOH advertising. Per OAAA, the number of digital billboards in the US reached 9,600 in H1 2020. In 2016, there were just 6,700 digital billboards in the US. That’s a 43.3% increase over a handful of years.