Digital Out-of-Home media is the one that grows most dynamically among all the outdoor advertising segments in the world. Leading DOOH markets: North America (USA, Canada) and Latin America (Mexico, Brazil); Western Europe (Germany, Italy, France, United Kingdom, Spain, Scandinavian countries, Belgium, Netherlands, Luxembourg); Eastern Europe (Poland, Russia); Asia (China, India) and Southeast Asia; Australia and New Zealand, Japan, some Middle East and Africa.
Despite the fact that digital advertising equipment accounts for only 5% of global outdoor advertising, OOH already generates 14% of the Out-of-Home advertising market revenues, and in such highly developed markets as Britain and Australia — about 30% of OOH budgets.
The most popular location and formats: digital billboards, city-lights at transit shelters, advertising at international airports, digital transit advertising.
The top OOH clients are the following categories of advertisers: Retail, Automotive, Finance, Entertainment and Beauty Industry. Among the main advantages of digital outdoor advertising they note the ease and efficiency in the content placement, the accuracy of media planning, the flexibility in content management, the great creative potential and high technological effectiveness of this media, which allow brands to interact with consumers more closely.