Out-of-home (OOH) advertising has existed for decades through billboards, benches, bus wraps, indoor displays and elevator posters. But while OOH advertising inventory was previously only available in traditional mediums, advanced technology is opening the door for buyers and sellers to get in on new digital ad inventory, known as digital out of home (DOOH).
This is great news for digital marketers, but what do you need to know to take advantage? Get the inside scoop on DOOH here:
What is DOOH and how big is it?
Reshaping the traditional advertising industry, DOOH typically includes digital displays in public areas, such as bus stations, airports, shopping malls, movie theaters, sports arenas, and more. And as DOOH inventory continues to rise, so does investment among advertisers.
Marketing research firm eMarketer cites recent reports that show U.S. DOOH ad spending will increase by over 10% this year to $2.8 billion, accounting for nearly a quarter of the total OOH advertising spend. At the same time, total OOH ad spending will grow just 3.6% in 2019 — meaning the influx in DOOH dollars is coming from traditional OOH advertising budgets. Even though DOOH is experiencing healthy growth fueled by traditional budgets right now, it won’t be long before it steals budget from other digital media line items too.