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 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.

But it's also a billboard. We have a very distinct brand. That's part of our secret weapon, too—our brand is so familiar visually. Our direct mail pieces also serve as mini-billboards to people throughout the region, reminding them that we're here. What’s next on your road map? From a marketing perspective, we're looking at the holidays like Thanksgiving.

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.

Ad formats that are built into the app experience—whether they are immersive ads styled 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. Not sure if your company subscribes? You can find out here.

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.

In H1 2019, brands spent an estimated €709.0 million ($790.0 million) on posters, billboards and other ads aimed at reaching residents of France in public places. But the coronavirus has stopped any progress in its tracks, if only temporarily. We originally expected that OOH ad spending in France would reach €1.40 billion ($1.57 billion) in 2020.

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.

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?

Waze is also one of several companies using dynamic billboards to deliver optimal creative based on real-time connected-car data. The company recently worked with McDonald’s on a project involving geofencing more than 300 digital billboards in California and serving up full-screen, mobile ads with directions to McDonald’s to Waze users that came within proximity of the billboards.

Snapchat's camera can not only identify a product or logo, but also provide content that appears when the user is in front of the product or an out-of-home (OOH) billboard. July 2020: Introduced brand profiles, landing pages on Snapchat that include brand content, in-app purchasing (for brands that work with Shopify) and also serve as a home for all of a brand’s Snapchat Lenses.

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%.

Banner ads that look like background billboards are a good example, as are rewarded videos and playable ads. “A massive trend is seamlessness—less chunky advertising and stuff that gets in the way and more blended experiences,” Waste Creative’s Perrins said. Rewarded Video.

How are those data sets matched to the OOH screens and billboards, and then considered against those that have the greatest number of exposed consumers that fit that criteria? In many cases, those individual-level audience attributes are paired back to the mobile devices of those consumers, which are then used to analyze historical foot traffic past respective screens and billboards.

“Digital billboards are able to cycle through multiple advertisers, so they can get more [ad] dollars,” said Sam Kang, vice president of media and acquisition at Dollar Shave Club. “The more advertisers they can serve on one billboard, the better off they are.”. However, there is also significant financial outlay involved in setting up this real estate in the first place.

Think out-of-home (OOH) advertising is just about static billboards, bus stops and benches?

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

Once a collection of homely local ads, the New York subway system now features an array of provocative campaigns, many of them for digital native companies. In the latest episode of "Behind the Numbers," we dig into this unusual outpost of the out-of-home advertising world.

Using the mobile data allowed the agency to more precisely target a specific audience instead of basing their billboard placements on general locations, she said.

eMarketer senior forecasting analyst Oscar Orozco tees up our numbers for UK digital out-of-home advertising and factors behind its growth.