Some 62% of senior ad professionals in France, Germany, the UK, and several other markets said they think ad spending on DOOH will grow because tech advances will improve analysis of DOOH campaigns, while 56% noted a rapid increase in the number of digital screens available, according to Alfi. New visual wizardry is fueling the recovery of DOOH across Western Europe.

Digital OOH Categorization. In the UK, digital OOH (DOOH) accounts for nearly twice as much ad spending as traditional OOH. However, we currently include DOOH in our overall OOH total, rather than adding it into our digital ad spending figures. The differences between digital and traditional placements when it comes to OOH aren’t as marked as they are for other media.

Marketers can add QR codes to various media, including interactive TV ads, digital out-of-home (DOOH) ads, product packaging, and digital signage. These codes can give consumers information on product content; the product’s history or backstory; product manufacturing practices; links to coupons, giveaways, or loyalty programs; and links to download a retailer’s app.

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.

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.

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.

Moreover, video is central to several other growth areas, such as digital OOH and addressable TV, highlighted in the same survey. In both areas, ad professionals polled said they anticipated spending at least 22% more this year than last. Social video has a promising future too.

DOOH is faring better. We define DOOH as any out-of-home advertising that is dynamically and digitally displayed. It includes digital billboards, digital street furniture, digital transit and digital place-based display. We categorize DOOH as a subset of OOH, not as a subset of digital advertising, which means that our DOOH estimates are excluded from our digital advertising forecast.

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

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.

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.