Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - United States

United States

Ad spending in the Digital Out-of-Home Advertising market in the United States is forecasted to reach €3.75bn in 2024.
The expected annual growth rate (CAGR 2024-2029) of 6.96% is anticipated to result in a market volume of €5.25bn by 2029.
With a projected market volume of €4,048.00m in 2024, the majority of ad spending will be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be €10.98 in 2024.
Amidst the rise of programmatic buying, the United States leads in innovative data-driven strategies shaping the landscape of Digital Out-of-Home Advertising.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

The Digital Out-of-Home Advertising market in United States is experiencing significant growth and development.

Customer preferences: Customers in the United States are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. With the rise of smartphones and social media, people are becoming accustomed to interactive and personalized content. Digital out-of-home advertising allows for real-time updates, targeted messaging, and interactive elements, which resonate well with consumers. Additionally, the ability to measure and track the effectiveness of digital out-of-home campaigns is appealing to advertisers, as it provides valuable insights into consumer behavior and allows for optimization of advertising strategies.

Trends in the market: One of the key trends in the digital out-of-home advertising market in the United States is the increasing adoption of programmatic advertising. Programmatic advertising allows for automated buying and selling of ad space, enabling advertisers to target specific audiences in real-time. This trend is driven by the desire for more efficient and effective advertising campaigns, as well as the availability of data and technology to facilitate programmatic buying. As a result, programmatic digital out-of-home advertising is expected to continue to grow in the United States. Another trend in the market is the integration of digital out-of-home advertising with other digital platforms. Advertisers are leveraging the power of social media and mobile advertising to amplify the reach and impact of their digital out-of-home campaigns. For example, interactive billboards that encourage users to engage with the brand through their smartphones or share content on social media are becoming increasingly popular. This integration allows for a seamless and immersive brand experience across multiple channels, enhancing the effectiveness of digital out-of-home advertising.

Local special circumstances: The United States is a highly developed and competitive advertising market, which presents both opportunities and challenges for the digital out-of-home advertising industry. On one hand, the large population, high consumer spending, and advanced infrastructure make the United States an attractive market for advertisers. On the other hand, the market is saturated with various advertising formats and channels, making it essential for digital out-of-home advertising providers to differentiate themselves and provide unique value propositions to attract advertisers.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in the United States is also influenced by macroeconomic factors. The overall economic growth, consumer confidence, and advertising spending play a significant role in driving the demand for digital out-of-home advertising. During periods of economic expansion, advertisers are more willing to invest in advertising to capture consumer attention and drive sales. Additionally, advancements in technology and infrastructure, such as the deployment of 5G networks, can further accelerate the growth of the digital out-of-home advertising market by enabling more interactive and immersive experiences for consumers. In conclusion, the Digital Out-of-Home Advertising market in United States is experiencing growth and development due to customer preferences for dynamic and engaging content, trends such as programmatic advertising and integration with other digital platforms, local special circumstances of a highly competitive market, and underlying macroeconomic factors.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.