USA Digital Out-of-Home (DOOH) Advertising Networks

The United States is the world’s largest digital out-of-home (DOOH) market by revenues, according to PQ Media, a leading provider of market intelligence. The US ranks fourth in consumer exposure to digital out-of-home, behind Australia, the UK, and Canada, all of which have high concentrations of people near a few major cities where most digital out-of-home engagement occurs. Digital out-of-home advertising has been building momentum in recent years through increased consumer exposure and operator revenues, resulting in digital out-of-home ascending to the world’s second fastest-growing ad medium.

According to eMarketer, advertisers in the US will spend $2.96 billion on digital out-of-home advertising in 2015. Digital will make up 40.8% of total out-of-home (OOH) ad spending, up from 38.1% in 2014. By 2018, digital out-of-home will capture 53.0% of total OOH ad spending in the US, or $4.08 billion.

As mass market mediums go, traditional out-of-home media will likely benefit the most from digitization, according to a report by PricewaterhouseCoopers. When out-of-home providers convert traditional panels to digital they can vastly increase their revenue by displaying multiple ads of higher quality in the same physical space. In mature markets, such as the United States, digital OOH revenue will ultimately replace traditional physical panels. The digitization process will in turn drive higher global revenue growth for digital out-of-home media providers, estimated at more than 13.2% (CAGR). PwC’s forecast calls for OOH revenue to reach more than $18bn in 2019, up from $9.71bn in 2014.

Key growth drivers for digital out-of-home advertising included consumers spending more time with media outside their homes; increased engagement with digital out-of-home screen content linked to mobile devices; increased exposure to the medium on public transportation combined with longer commuting time; and the growth in both leisure travel and longer shopping hours.

The US digital out-of-home advertising space

is highly influenced by geography. The United States is the fourth largest country by total area and third largest by population (317 million). About 82% of Americans live in urban areas (including suburbs), with approximately half residing in cities with populations over 50,000. The three largest metro area populations are New York City (19,015,900), Los Angeles (12,944,801), and Chicago (9,504,753). The US is the world’s largest economy and the ranks the highest in household income.

The US has the broadest array of venue categories with the greatest number of networks operating within each category. Currently there are more than 110 advertising-based digital out-of-home networks operating across more than 14 venue categories. Major digital out-of-home companies include AccentHealth, Access Sports Media, Adspace Mall Network, AMI Entertainment, Captivate, Clear Channel, CNN Airport Network, Gas Station TV, Intersection, JCDecaux, National CineMedia, Outfront Media, Screenvision, TouchTunes, and VeriFone Media.

Digital out-of-home (DOOH) advertising, also known as digital place-based (DPB) media utilize strategically placed, networked digital signage displays to reach consumers with highly targeted messages in venues that include transportation hubs such as airports, and railway and bus terminals; executive networks in office-building lobbies and elevators; and shopping malls. Digital out-of-home networks often provide advertisers with additional engagement opportunities that include interactive touch screens and mobile integration using NFC, BLE, and QR Codes. Advertisers can customize their messages to a specific location, time of day, or special event.

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