Data from PwC show that spend on digital out of home (DOOH) advertising is expected to rise at a compound annual growth rate (CAGR) of 10.1% between 2018 and 2021, accounting for all growth in the OOH market as spend on traditional sites is expected to decline from next year.
Digital’s share of total global out of home adspend reached 34.8% in 2017, up 2.4 percentage points (pp) from 32.4% in 2016 and 12.1pp from 22.7% in 2012. That share is expected to rise by 2.5pp to 37.3%, or $14.6bn, this year, while long-term projections suggest its share will...