AR, VR, and video games present opportunities that marketers can tap into right now.

Only influencer marketing and digital out-of-home had worse ROI measurement ratings. For comparison, about 90% of respondents who used email marketing and paid search said they measured ROI for those channels very or moderately well.

Digital OOH formats will assist in the recovery of the OOH ad market in 2021 and beyond. Compared with traditional billboards, digital screens offer advertisers greater flexibility to adapt their messaging and creative to public sentiment during difficult times. Programmatic buying also allows greater flexibility in budget expenditure. Key Takeaways.

We categorize DOOH (and thus programmatic DOOH) as a subset of OOH, not digital advertising. DOOH in the UK is well established, though. It accounted for 53.3% of total OOH ad spending in 2019. OOH overall plummeted 36.6%. But as a proportion of the OOH total, DOOH actually grew to 56.0%. By comparison, DOOH’s share in the US for 2020 was just 33.0%.

The Consumer Electronics Show (CES) 2022 featured a reimagined world of commerce and marketing: The products displayed in Las Vegas last week revealed new ways for marketers to blend the physical and virtual worlds.

By that measure, social media was the No. 1 channel, ranking higher than digital OOH, search, digital audio, and digital video. Ultimately, it’s hard to argue with social’s wide reach and robust audience engagement.

Programmatic buying of DOOH inventory is still a small slice of that, around 3% to 5%. “This pandemic has given opportunity to programmatic DOOH because of its flexibility and targetability,” said Debbie Drutz, president of Novus Media. “For example, capabilities that can target key neighborhoods that were open.

McDonald’s, Apple led in spending among US out-of-home advertisers in 2020

An unexpected appetite for emerging formats like DOOH. We were surprised to learn that CTV advertisers are nearly two times as likely to spend on digital-out-of-home (DOOH) versus those who are not CTV advertisers. The link between the two is expected to grow, with 68% of CTV advertisers planning to increase DOOH spend in H1 2021.

The metaverse is expected to be a major disruptor across industries, but it's still early days for the emerging realm. In this report, we look at how different markets are embarking on their own metaverse business models.

For March and April, the IAB respondents expected the largest decreases to their ad spending to occur in traditional out-of-home (OOH), digital OOH, and terrestrial radio, likely reflecting the fact that mass quarantines mean people are much less likely to be experiencing any of those media. But significant drops in spending were expected across all channels mentioned.