Digital drives out-of-home recovery in the US market

By our News Team | 2021

Digital OOH (DOOH) advertising is showing big gains in the United States, although non-digital out-of-home still dominates.

Digital out-of-home advertising (DOOH) grew twice as fast as the overall out-of-home market (OOH) in the US during the second quarter of 2021. 

This is according to figures from the Out of Home Advertising Association of America. DOOH refers to any type of digital billboards used for advertising and, seemingly in line with all things digital, has become a hot trend in marketing.

Fun fact: the word ‘billboard’ originally meant ‘any sort of board where bills were meant to be posted,’. ‘Bill’ means a ‘written public notice’.

OOH by the numbers

The Out of Home Advertising Association of America says the broader category of OOH was up 38% on the same period a year earlier. Furthermore, 80% of the top 100 OOH advertisers increased their OOH spend from Q2 2020, and 45% more than doubled their spend. The sub-category, digital out-of-home, meanwhile, rose by almost 80%.

According to a report by US market intelligence firm eMarketer: “Billboards have experienced much smaller ad spending declines compared with other OOH ad formats, which is why billboards’ share of total OOH ad revenues increased from 67.7% in Q1 2020 to 85.7% in Q1 2021.”

Industry forecasts 

The eMarketer report says it expects US OOH ad spending to increase 14.5% this year for a total of US$6.96-billion. It adds that, while outdoor advertising is becoming more digitised, the DOOH component of ad spending will account for just less than a third of the total in 2021, creating space for still more growth in the digital space.

Slightly more bullish than eMarketer, World Advertising Research Centre (WARC) data expects the US OOH market to rise 16.5% this year to a value of US$7.1-billion. Digital is set to rise 29.2% to US$2-billion – 28.8% of the total. 

Sourced from Out of Home Advertising Association of America, eMarketer and WARC Data.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.