Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

US Digital Out-of-Home Ad Spending 2020

COVID-19 Dampens Outdoor Advertising

Download
Share
About This Report
With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.
Table of Contents

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

15expert perspectives

Insights from industry and company leaders.

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
MightyHive
Head of Media Activation
Interviewed May 27, 2020
Ari Buchalter
Intersection
CEO
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
Geopath
President
Interviewed March 11, 2020
Adam Green
Broadsign
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
Manscaped
Senior Director, Marketing
Interviewed July 22, 2020
Dan Levi
Clear Channel Outdoor
CMO
Interviewed March 19, 2020
Siara Nazir
Autodesk
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
VIOOH
Chief Revenue Officer
Interviewed June 10, 2020
Heawon Yoo
Lightbox OOH Video Network
Senior Vice President, Marketing
Interviewed July 15, 2020

authors

Ross Benes

Contributors

Bill Fisher
Senior Analyst
Nicole Perrin
Principal Analyst
Lauren Ruhlen
Researcher
Shelleen Shum
Director, Forecasting
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client