DOOH US ad spending to increase by 19.2% in 2021

eMarketer this month revealed the estimation of ad spend for DOOH in the US. This year, eMarketer says digital out-of-home (DOOH) ad spending will increase by 1.6%, and next year the ad spend will rise by 19.2%. This year, DOOH will account for one-third of total US out-of-home (OOH) ad spending.

eMarketer estimates that by 2023, 42.0% of all US outdoor ad spending will come from DOOH. DOOH ad spending is expected to increase from $2.72 billion in 2020 to $3.84 billion in 2023. Back in 2015, DOOH’s share of total OOH was just 17.0%.

eMarketer says that from 2017 to 2019, the number of total digital displays in Outfront Media’s US portfolio increased from 1,693 to 7,266, according to its financial fillings.

Advertisers are able to buy DOOH through DSPs. In June, IAB Australia gave a webinar about DOOH: Digital Out of Home Webinar: From Go to Whoa. DPAA this month organized DOOH Programmatic Training Courses for North America and EMEA.

How targeting works in DOOH?

Screen types are the contextual targeting in DOOH. DOOH has multiple screen types that advertisers can target. Screen types include retail, roadside, rail, street furniture, pharmacies, petrol stations, gyms, offices, medical waiting rooms, and more.

Auctions occur ~1 minute in advance

According to IAB Australia, the auction in DOOH occurs ~1 minute in advance of the loop starting, between 15 seconds and 5 minutes.

On DOOH one impression can result in multiple impressions

DOOH bid requests do not contain any user ids, so measurement partners need to be engaged for attribution and reach/frequency measurement. And on DOOH one impression can result in multiple impressions, while in programmatic one won auction can result in only one impression.