The scale of Digital OOH will continue to grow – and will soon overtake traditional Out of Home media
Based on a recent study by the Advertising Association / Warc Expenditure Report,
Digital Out of Home accounted for 31 % share of total OOH spending in 2015 – it is expected to grow to 40 % in 2017. Various models project growth rates from 9 – 15 % over the next few years. That means that around 2020, digital Out of Home spending will likely account for more the 50 % of OOH spending.
At the same time, media planners are also getting on board. Based on a survey by the DPAA (Digital Place Based Advertising Association) in 2015 just over 50% of media planners included DOOH in their plans. In 2016 that number shot to 61 %.