US Out-of-Home Ad Spending 2023

Digital Out-of-Home Gets Back on Track

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

  1. Executive Summary
  2. OOH recaptures ad dollars, but its comeback is uneven.
  3. DOOH regains its footing after a few turbulent years.
  1. Local and travel advertisers open their pocketbooks.
  2. Billboards dominate outdoor ad formats.
  3. Which trends should advertisers monitor to succeed in OOH?
  1. Sources
  2. Media Gallery

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First Published on Aug 3, 2023


Ross Benes


Zach Goldner
Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst

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