Out-of-home (OOH) has clawed back ad dollars from a pandemic-induced dip in 2020, but its portion of total media budgets remains reduced compared with pre-pandemic levels. Billboards have entrenched themselves as OOH’s dominant formant. And in-store retail media presents a growth area for advertisers seeking to extend OOH placements.
Key Question:How should marketers adjust to emerging opportunities in the OOH ad market?
KEY STAT: In 2023, digital out-of-home (DOOH) will regain its pre-pandemic share of total outdoor ad dollars at 31.4%.
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Table of Contents
Executive Summary
OOH recaptures ad dollars, but its comeback is uneven.
DOOH regains its footing after a few turbulent years.
Local and travel advertisers open their pocketbooks.
Billboards dominate outdoor ad formats.
Which trends should advertisers monitor to succeed in OOH?
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