US Digital Out-of-Home Ad Spending 2020

COVID-19 Dampens Outdoor Advertising

Executive Summary

US out-of-home (OOH) ad spending was growing steadily prior to the pandemic. Due to mass quarantines, social distancing guidelines, canceled sporting events and reduced foot traffic, marketers are now adjusting their OOH strategies.

How has the pandemic affected OOH ad spending?

Prior to quarantines, in early March, we expected that US total OOH ad spending would increase by 3.3% in 2020. We now forecast that it will decline 4.6% this year, and marketers will spend $8.25 billion on OOH ads.

What tactics are advertisers using to adjust their OOH campaigns?

Advertisers are examining their contract clauses across the board to see whether they can modify deals that were previously agreed on. They’re also working with OOH media companies to pause or delay campaigns. Some are adjusting their messaging to focus more on social issues and health-related causes.

What portion of OOH advertising is digital?

In 2020, digital out-of-home (DOOH) advertising will reach $2.72 billion and account for 33.0% of all US OOH ad spending.

How is programmatic taking hold in OOH advertising?

Programmatic OOH ad spending will double in 2020, but it’s growing from a small base and will account for just 2.2% of total OOH ad spending.

WHAT’S IN THIS REPORT? This report examines trends, data and strategies related to how marketers are approaching US OOH advertising. It includes our latest forecasts for total OOH ad spending and our first-ever breakouts for digital OOH, traditional OOH and programmatic OOH ad spending.

KEY STAT: We revised our 2020 total US OOH ad spending estimate downward from $8.87 billion to $8.25 billion.

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Table of Contents

  1. Executive Summary
  2. Out-of-Home Ad Spending Outlook
  3. OOH Advertiser Response to the Pandemic
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Rachel Adams
Head of Media Activation
Interviewed May 27, 2020
Ari Buchalter
Interviewed May 23, 2020
Ian Dallimore
Lamar Advertising
Vice President, Digital Growth
Interviewed March 18, 2020
Simon de Beauregard
Pernod Ricard
Engagement Director, Absolut, Malibu, Kahlúa and Smithworks
Interviewed July 10, 2020
Kym Frank
Interviewed March 11, 2020
Adam Green
Senior Vice President, General Manager, Programmatic Platforms
Interviewed March 10, 2020
Shabnam Irilian
Talon Outdoor US
Senior Vice President, Head of Business Operations
Interviewed April 17, 2020
Joe Kovac
Senior Director, Marketing
Interviewed July 22, 2020
Dan Levi
Clear Channel Outdoor
Interviewed March 19, 2020
Siara Nazir
Head of Digital Marketing
Interviewed May 22, 2020
Michael Provenzano
Vistar Media
CEO and Co-Founder
Interviewed March 18, 2020
Brian Rappaport
Quan Media Group
CEO and Founder
Interviewed July 20, 2020
Keri Weber
The Richards Group
Group Media Director, OOH
Interviewed June 1, 2020
Gavin Wilson
Chief Revenue Officer
Interviewed June 10, 2020
Heawon Yoo
Lightbox OOH Video Network
Senior Vice President, Marketing
Interviewed July 15, 2020

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Ross Benes


Bill Fisher
Senior Analyst
Nicole Perrin
Principal Analyst
Lauren Ruhlen
Shelleen Shum
Director, Forecasting