Out-Of-Home market in the USA

Research from the Out-of-Home Advertising Association of America (OAAA) shows that the USA Out-of-Home (OOH) market experienced a growth of 7.7% in the second quarter of 2019 compared to previous year. This is the largest growth since 2007.

Nancy Fletcher (OAAA president and CEO) indicates that this increase can be traced to all Out-of-Home assets, but for the most part to Digital Out-of-Home. "Digital OOH posted the highest increases across all formats, representing 31% of total OOH revenue in the second quarter of 2019."

Brands such as McDonald’s, Apple, Facebook, Amazon and HBO have spent the most on Out-of-Home during this period. OAAA indicates that nearly 70% of the top 100 advertisers have increased their OOH spending compared to the year before, and no less than 25% have more than doubled their Out-of-Home budget!

"By generating engagement in the real world, OOH's value to brands is stronger than ever." This is equivalent to Nielsen's findings, reporting that 66% of American travelers took an action on their smartphone after seeing an Out-of-Home campaign. The ease of switching from Out-of-Home to social media has once again been proven, which is an interesting effect of the media mix.

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