On today's episode, we discuss Amazon's Q1 advertising performance, where its ad dollars are coming from, the retail media competitors to watch out for, and whether a fourth digital ad giant will emerge. We then talk about why TV networks aren’t prioritizing programmatic as they move into the world of streaming, Verizon's new digital out-of-home ads, and why Netflix might be preparing to venture into the video game universe. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

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

DOOH was hit particularly hard. We define DOOH as any out-of-home advertising that is dynamically and digitally displayed. This includes digital billboards, digital street furniture, digital transit, and digital place-based displays. In interviews, advertisers and OOH executives regularly credit DOOH as being more flexible than traditional OOH when it comes to campaign planning and ad buying.

In June, we published our first forecast for programmatic digital out-of-home (DOOH) ad spending forecast, which we define as DOOH ads that are transacted and fulfilled via automation. This year, US programmatic DOOH ad spending will more than double from 2019, totaling $181.6 million, and that figure will reach $533.8 million by 2022.

And Walmart offers activations including the ability to sponsor placements across in-store TV walls—a unique option that combines the branding possibilities of a large digital out-of-home ad with the fact that shoppers are already in-store and can be directed to purchase a product right then and there.

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%.

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.

On the road to recovery, we expect programmatic buying of digital out-of-home (DOOH) ad inventory will claim a larger share than the small slice it holds today. In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020.

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.

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

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.