Out-of-Home Forecast and Trends 2024

Data, Digital Screens, and Programmatic Propel Growth

Report by Yoram Wurmser  | Jun 24, 2024
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Executive Summary
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Table of Contents
Executive Summary
Out-of-Home advertising fills an important niche
Digital will help OOH avoid the declines of other traditional media
What does this mean for advertisers?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Digital screens, programmatic buying, and better data will help OOH ad spending grow at a solid pace over the next few years, despite broader challenges in traditional advertising.
Topics
Out-of-Home Ad Spending
US
Table of Contents
Executive Summary
Out-of-Home advertising fills an important niche
Digital will help OOH avoid the declines of other traditional media
What does this mean for advertisers?
EMARKETER Interviews
Sources
Media Gallery

Out-of-home (OOH) advertising continues to grow at a moderate clip, buoyed by the rapid spread of digital screens, programmatic buying, and better integration with digital media. Retailers are also trying to get a piece of the action with in-store, place-based ads.

Key Question: How quickly is OOH ad spending growing in the US, and what’s driving the growth?

Out-of-Home Ad Spending's Share of US Ad Spending Will Continue Its Gentle Decrease
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Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate—but steady—growth.

Here’s what’s in the full report

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7charts

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8expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Out-of-Home advertising fills an important niche
    3. Digital will help OOH avoid the declines of other traditional media
    1. What does this mean for advertisers?
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Out-of-Home Ad Spending's Share of US Ad Spending Will Continue Its Gentle DecreaseOut-of-Home (OOH) Ad Spending Has Held Up Better Than Other Traditional Media
    US Out-of-Home Ad Spending, by Format, 2023 (millions and % of total)Traditional Out-Of-Home (OOH) Ad Spend Will Fall Over the Next 3 Years After an Election-Year Bump
    Digital's Share of Out-Of-Home (OOH) Ad Spending Crossed One-Third in 2024Programmatic Digital Out-Of-Home (DOOH) Ad Spend Will Cross $1 Billion in 2025
    In-Store Digital Out-Of-Home (DOOH) Ad Spending Is a Rapidly Expanding Component of DOOH

    Interviewed for This Report

    Alison Broback
    ODN
    Chief Client Officer and Partner
    Interviewed May 24, 2024
    Ari Buchalter
    Place Exchange
    CEO
    Interviewed May 30, 2024
    Liseanne Gillham
    Broadsign
    Vice President, Marketing
    Interviewed May 28, 2024
    Adam Green
    Broadsign
    Senior Vice President, Strategy
    Interviewed May 28, 2024
    Dan Levi
    Clear Channel Outdoor
    Executive Vice President and CMO
    Interviewed May 31, 2024
    Darrick Li
    Guideline
    Vice President and Client Partner, North America
    Interviewed June 3, 2024
    Steve Nicklin
    Out of Home Advertising Association of America (OAAA)
    Senior Vice President, Marketing and Analytics
    Interviewed May 30, 2024

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    authors

    Yoram Wurmser

    Contributors

    Ross Benes
    Zach Goldner
    Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher