Digital drives OOH recovery in US

Digital OOH grew twice as fast as the overall out-of-home market in the US during the second quarter of 2021, according to figures from the Out of Home Advertising Association of America. 

By the numbers

• OOH was up 38% on the same period a year earlier; digital OOH, meanwhile, rose almost 80%.
• All top ten industry product categories increased double digits, with the strongest categories (including Insurance & Real Estate, Government Politics and Organizations, Local Miscellaneous Services & Amusements) up by more than one-third.
• Eighty percent of the top 100 OOH advertisers increased their OOH spend from Q2 2020, and 45% more than doubled their spend. 

WARC forecast

WARC Data expects the US OOH market to rise 16.5% this year to a value of $7.1bn. DOOH is set to rise 29.2% to $2.0bn – 28.8% of the total. Business & Industrial is the biggest spending category, with Retail close behind (both each spending more than $1bn in 2021); Financial Services is in third.

Sourced from Out of Home Advertising Association of America, WARC Data