Billboards are accounting for a larger portion of total OOH. The share of total OOH ad revenues that billboards received increased from 67.7% in Q1 2020 to 85.7% in Q1 2021, per OAAA. Because road traffic didn’t decline as much in the long-term as mass transit, air travel, and indoor gatherings did, billboards became a more stable place for outdoor advertisers to reach viewers.

For billboards, outlays fell from $1.26 billion to $1.10 billion, but the format’s share of total OOH ad spending grew from 67.7% to 85.7%. Transit, place-based, and street furniture advertising all saw the steeper percentage drops, shrinking their shares of the outdoor ad revenue pie. More like this:. Report: US Out-of-Home Ad Spending 2021.

McDonald’s led the US in out-of-home ad spending in 2020, devoting nearly $60 million to billboards, transit, and other outdoor formats, according to the Out of Home Advertising Association of America (OAAA) and Kantar Media. Apple and Geico trailed close behind, each spending more than $50 million.

For instance, consumers can follow the QR code on a billboard to view related livestreams or social media posts. New visually dynamic formats are turning outdoor ads into highly shareable experiences, too. 3D video ads have popped up in digital billboards at high-traffic areas; people can enjoy these hyper-realistic 3D animations without special eyewear.

The pandemic devastated the OOH advertising market, causing a 29.7% decrease in spending last year, as fewer people were driving past billboards, taking mass transit, or going to the types of venues and businesses that typically spend a lot on outdoor advertising. We predict a rebound of 14.5% this year, but OOH ad spending won’t reach $8 billion annually again for the foreseeable future.

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. The economic conditions during the pandemic led to a decline in total advertising in 2020.

The pandemic devastated the OOH advertising market, causing a 29.7% decrease in spending as fewer people were driving past billboards, taking mass transit, or going to the types of venues and businesses that typically spend a lot on outdoor advertising. We do predict a rebound of 14.5% growth this year, but OOH ad spending won’t reach $8 billion annually again for the foreseeable future.

Aspiration, for example, has plastered billboards across trendy New York and Los Angeles neighborhoods that attract high-income, young professionals, proclaiming “Clean rich is the new filthy rich.”. What Incumbents Stand to Lose. The rise of neobanks threatens to put a dent in advantages that incumbent banks have long enjoyed. New accounts opened via digital channels.

In OOH, the media sellers might not own the billboard that they sell ad space on. If the billboard is owned by a municipality, then the media seller may still have to pay the municipality to rent the billboard, said Michael Provenzano, CEO and co-founder of outdoor ad tech company Vistar Media.

This technology gives advertisers access to anonymized mobile phone data about people who pass by billboards, truly opening the opportunity of omnichannel campaigns incorporating OOH. “Programmatic DOOH lends itself perfectly to omnichannel campaigns,” said Gavin Wilson, chief revenue officer at OOH marketplace VIOOH.

Compared with traditional billboards, digital screens offer greater flexibility to adapt messaging and creative on the fly. What’s more, programmatic buying allows greater flexibility in budget expenditure, which is especially valuable when foot traffic in public places is directly related to public policies to protect against the coronavirus.

eMarketer principal analyst Lauren Fisher joins us to discuss the potential of programmatic out-of-home advertising. Why is this category important now? How is it different from other digital ad formats? And what role does automation play in the buying and selling of digital billboard ads?

The soundtrack to the children’s TV show “Hannah Montana” topped The Billboard 200 charts seven years before Miley Cyrus introduced twerk to the national lexicon. And Americans were unaware that they were about to experience the worst financial recession since the Great Depression.

In February 2021, Billboard reported that Triller was inflating its public user figures; Triller denied it. In August 2020, Triller threatened a lawsuit against Apptopia after the firm told TechCrunch that it estimated Triller had been downloaded 52 million times worldwide from Apple’s App Store and Google Play.

Ad formats that are built into the app experience—whether they are immersive ads built as billboards in a racing game, a playable ad to preview a new game, or a rewarded video ad offering 30 minutes of video streaming—can work without detracting from in-app purchases or hindering full subscription sign-ups.

So OOH, whether it’s digital or billboards, has become super prescient, even more so than before. Savvy marketers are using that inflection point in the car … this is the last chance they have get someone to come to their store. Someone's not going to walk down the street and stop by. OOH, both in digital and in the physical space, has become more critical in a moment like this.

That’s about $900 million to $1.2 billion less than we expected advertisers to spend on billboards, signage and other traditional outdoor ads. Our previous forecast of US OOH ad spending, completed on March 6, 2020, called for a 3.3% increase for the full year. The brunt of the decline will be felt in Q2, when OOH ad spending will drop by between 30.5% and 46.5%.

Compared with traditional billboards, digital screens offer greater flexibility to adapt messaging and creative on the fly. What’s more, programmatic buying allows greater flexibility in budget expenditure, which is especially valuable when foot traffic in public places is directly related to public policies to protect against the coronavirus.

This pattern mirrors other markets globally; during mass quarantines and periods of limited movement, there is very little demand for outdoor advertising like billboards, and zero demand for cinema advertising or live sports arena displays. Even now, as the population in China has emerged and gone back to work, cinemas and sports leagues are not yet back up and running at pre-pandemic levels.

This year, digital out-of-home (DOOH) ad spending will increase 1.6%, and in 2021 it will grow 19.2%. We expect DOOH ad spending to increase from $2.72 billion in 2020 to $3.84 billion in 2023.