Digital out-of-home advertising was a growing sector of advertising until the COVID-19 pandemic hit.
Emarketer predicted out-of-home advertising would grow by 3.3% in 2020, but revised that estimate to a 4.6% decline following the pandemic outbreak and subsequent quarantine orders. Despite the decline, they still predict $8.25 billion will be spent on OOH (out-of-home) with 33% ($2.72 billion) of that figure representing DOOH (digital-out-of-home) .
Even though the pandemic pumped the brakes on this growing sector, DOOH advertising should continue to grow as a viable medium for advertisers desiring to push their message beyond desktop, mobile and connected TV.
Innovation around how DOOH advertising creatives are displayed is a key factor that affects growth. The small displays churning out video ads at gas station pumps may be the most innovative thing to happen to DOOH in recent memory, but electronic paper displays might be the next innovation to rock this niche pocket of digital advertising.