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

Out-of-home ad spending was the hardest-hit ad sector during 2020, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years.

Fifty-seven percent of digital advertisers are planning to increase their ad spend in H1 2021, and connected TV (CTV) and over-the-top (OTT), in particular, are expected to see gains, according to a recent Verizon Media study.

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.

Over the past year, marketers and consumers have become more aware of location data’s capabilities. This report looks at its growing utility and surrounding privacy concerns.

UK digital out-of-home advertising is fueling growth in the overall out-of-home space. It offers impact, reach and measurement, but DOOH must continue to work hard to win ad budgets destined for other media pots.

In the latest episode of "Behind the Numbers," analyst Lauren Fisher discusses the ways that programmatic is being used for audio, out-of-home and TV ad buys. What's driving the changes, and what stands in the way of faster growth?

Amanda Martin, director of enterprise partnerships at Goodway Group discusses why it’s a no-brainer for programmatic buyers to bring historically traditional media channels under the broader automation umbrella.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.