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Digital will help OOH avoid the declines of other traditional media
What does this mean for advertisers?
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About This Report
Digital screens, programmatic buying, and better data will help OOH ad spending grow at a solid pace over the next few years, despite broader challenges in traditional advertising.
Digital will help OOH avoid the declines of other traditional media
What does this mean for advertisers?
EMARKETER Interviews
Sources
Media Gallery
Out-of-home (OOH) advertising continues to grow at a moderate clip, buoyed by the rapid spread of digital screens, programmatic buying, and better integration with digital media. Retailers are also trying to get a piece of the action with in-store, place-based ads.
Key Question: How quickly is OOH ad spending growing in the US, and what’s driving the growth?
Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate—but steady—growth.
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Executive Summary
Out-of-Home advertising fills an important niche
Digital will help OOH avoid the declines of other traditional media
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