Out-of-home (OOH) has clawed back ad dollars from a pandemic-induced dip in 2020, but its portion of total media budgets remains reduced compared with pre-pandemic levels. Billboards have entrenched themselves as OOH’s dominant formant. And in-store retail media presents a growth area for advertisers seeking to extend OOH placements.
Key Question: How should marketers adjust to emerging opportunities in the OOH ad market?
KEY STAT: In 2023, digital out-of-home (DOOH) will regain its pre-pandemic share of total outdoor ad dollars at 31.4%.
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First Published on Aug 3, 2023
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