Ad investment in digital out-of-home (DOOH) is forecast to grow 13.2% year on year in 2023, with the market reaching $11.5bn, according to WARC Media.
DOOH ad spend is also expected to grow faster than any other channel – ahead of online audio streaming (+10.8%) in second place. WARC Media forecasts that globally, DOOH will take up a 29.4% share of global OOH spend, up from 17.8% in 2020.
In the US, DOOH’s share is forecast to drop from 28.8% in 2021 to 25.4% in 2023 while brands in China are allocating increasing amounts of spend...