2024-01-30-eMarketer-2023年美国户外广告支出_10页_2mb

US Out-of-Home Ad Spending 2023 Report Summary

Digital OOH (DOOH) Regains Share: Digital out-of-home (DOOH) advertising is regaining its pre-pandemic share of total outdoor ad dollars, projected at 31.4% for 2023, mirroring pre-pandemic levels.

OOH Ad Spend Recovers but Shares Decline: Despite post-pandemic recovery, overall outdoor advertising (OOH) ad spend remains below 2019 levels when adjusted for inflation, and its share of total media ad budgets is lower, hovering between 2% and 3% through 2027.

Billboards Dominate: Billboards account for the majority (around 76%) of OOH ad revenue, demonstrating their continued appeal despite the shift towards digital formats.

Growth in Digital OOH: Digital opportunities are expanding within OOH. In-store retail media and programmatic advertising are growing segments of DOOH, offering greater flexibility and targeting, although programmatic still represents a small portion of total OOH spend.

Industry and Advertiser Shifts: Record ad spend increases are noted among local and travel advertisers, alongside education and government sectors returning to OOH. Tech giants (e.g., Google) are integrating DOOH into their platforms, making it easier to include in campaigns.

OOH's Future: While OOH is transitioning towards a more digital landscape, traditional placements still dominate, with two-thirds of OOH ad dollars going towards these formats. Success requires balancing static billboards with emerging digital solutions.