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EMARKETER

US Out-of-Home Ad Spending 2023

Digital Out-of-Home Gets Back on Track

Report by Ross Benes  |  Aug 3, 2023
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Executive Summary
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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?
Sources
Media Gallery
About This Report
OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.
Topics
Out-of-Home Ad Spending
US
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?
Sources
Media Gallery

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%.

Here’s what’s in the full report

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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

Charts in This Report

US Programmatic Digital Out-of-Home (DOOH) Ad Spending, 2019-2025 (billions, % change, and % of total DOOH video ad spending)Top 10 US Industries, Ranked by Out-of-Home Ad Spending, Q1 2022 & Q1 2023 (millions, % change, and % of total)
Leading US Out-of-Home (OOH) Advertisers, 2022 (millions)US Out-of-Home Ad Spending, by Format, Q1 2023 (millions and % of total)

authors

Ross Benes

Contributors

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