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.
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 Advertising Association of America (OAAA)
Senior Vice President, Marketing and Analytics
Interviewed May 30, 2024
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