Digital ad placements now constitute 40 percent of out-of-home ad spending and could account for more than half of out-of-home ad spending by 2018, according to a new forecast from eMarketer.
“Advertisers are increasingly moving their spending from traditional media to digital formats, and outdoor ads are no exception,” reports eMarketer. “Advertisers in the U.S. will spend $2.96 billion on digital out-of-home (DOOH) advertising this year.”
For clarification, eMarketer defines Digital Out-of-Home (DOOH) paid media as advertising delivered via internet-connected digital screens outside the home. It was formerly referenced simply as “Outdoor Advertising.”
“Digital screens outside the home carrying paid media are proliferating, from large digital billboards along highways to interactive touchscreens in restaurants, bars, malls, airports, taxi cabs and many other locations,” said eMarketer analyst Bryan Yeager.
“Advertisers will direct spending into DOOH media as more inventory comes online, buying becomes more flexible, automated targeting and measurement capabilities improve, and OOH media firms increasingly push advertisers toward their digital offerings,” Yeager added.
