In the first half of 2020, there are 5742 Street digital outdoor displays, 7847 digital transportation displays and 5830 digital shopping center location advertising units in the United States.
This year, digital outdoor (doOh) advertising spending will grow by 1.6% and 19.2% in 2021. Emarketer estimates that doOh advertising spending will increase from $2.72 billion in 2020 to $3.84 billion in 2023.
Emarketer defines doOh as any outdoor advertisement (ooh) displayed in dynamic and digital way, including digital billboards, digital street facilities, digital public transportation and display based on digital places.
By 2020, doOh will account for one-third of the total advertising expenditure of OOH in the United States. While this share may not seem impressive, think back to 2015, doOh accounted for only 17.0% of the total ooh share, about half of what it is today. By 2023, 42% of outdoor advertising spending in the United States will come from doOh.
The number of digital outdoor displays is growing rapidly. According to outfront media’s financial statements, the total number of digital displays in outlook media’s U.S. portfolio increased from 1693 to 7266 from 2017 to 2019. Lamar advertising reports that 335 digital outdoor advertising units will be added in 2019. Lamar plans to add another 250 doOh displays by 2020.
According to the estimation of the American Outdoor Advertising Association (OAAA), in the first half of 2020, there are 5742 Street digital outdoor displays, 7847 digital traffic displays and 5830 digital shopping center location advertising units in the United States.
Digital billboard is the most common advertising type of doOh. According to OAAA, the number of digital billboards in the United States reached 9600 in the first half of 2020. In 2016, there were only 6700 digital billboards in the United States. This has increased by 43.3% over a few years.
Now that outdoor advertising is becoming more digital and data-driven, ooh is becoming more common for advertisers who are directly responsive and direct to consumers (D2c).