U.S. out-of-home (OOH) advertising spend will top the $10 billion threshold for the first time in 2027, according to an analysis by eMarketer released earlier this year.
But that outlook alone doesn’t tell the whole story. Its projected share is expected to see a slow decline: 2.4% this year, 2.3% in 2025, 2.2% in 2026, 2.1% in 2027 and 2% in 2028.
According to the Out of Home Advertising Association of America (OAAA), 27% of OOH last year was for local services and amusements.
Digital OOH (DOOH) advertising has shown some effectiveness. Research by the OAAA and The Harris Poll finds 76% of surveyed consumers took action after encountering a DOOH ad: 38% watched a video, 36% visited a restaurant, 30% engaged in word-of-mouth conversations, and 29% visited a store.
Advertisers perceive OOH as marginally more impactful for brand building than for sales. According to Proximic, 7% of advertisers consider DOOH the most effective medium for brand marketing, whereas only 1% favor it for performance marketing.
コメント