Chart of the Day: The OOH pathway

OOH’s share of total media ad spend continues gradual decline [Insider Intelligence]( [Chart of the Day]( of the Day]( Charts. News. Analysis JULY 11, 2024 [OOH’s share of total media ad spend continues gradual decline]( [OOH’s share of total media ad spend continues gradual decline ]( Key stat: Out-of-home (OOH) ad spend in the US will cross $10 billion for the first time in 2027, per our March 2024 forecast. Beyond the chart: - Nearly one-third ([roughly 27%]( of OOH advertising in 2023 was for local services and amusements, according to the Out of Home Advertising Association of America (OAAA). - [Digital OOH]( advertising gets results. After seeing a DOOH ad, over three-quarters (76%) of consumers surveyed took action: 38% watched a video, 36% visited a restaurant, 30% had a word-of-mouth conversation, and 29% visited a store, according to research from the OAAA and The Harris Poll. - Advertisers see OOH as slightly more effective for building brand than sales. [Seven percent]( advertisers say DOOH is the most effective medium for brand marketing, compared with only 1% for performance marketing, per Proximic. Use this chart: - Advocate for incorporating traditional and DOOH into your media mix. - Identify trends in ad spending. - Explore innovative ways to integrate OOH with digital campaigns. [Read online]( More like this: - [Why OOH campaigns should think beyond the billboard]( - [Extending OOH campaign reach through social media traffic]( - [DOOH ads drive action from 76% of people who view them]( - [Out-of-Home Forecast and Trends 2024]( (EMARKETER subscription required) More Chart of the Day: - 7/10 - [GenAI won’t kill Google Search]( - 7/9 - [Capitalizing on non-endemic]( - 7/8 - [The down-low on upfronts]( - 7/5 - [How do you compare on AI readiness]( - 7/3 - [Cookieless? Not even close]( EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more, that our clients utilize to add credibility to their strategy presentations and demand generation messaging. See more [charts](. Was this email forwarded to you? Sign up [here](. Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](