2023年美国户外广告支出（英）-10页

AUG2023RossBenesUSOut-of-HomeAdSpending2023DigitalOut-of-HomeGetsBackonTrackDigitalopportunitiesareemergingforbrandswithinout-of-home(OOH)advertising.Infact,digitalOOH(DOOH)willregainitspre-pandemicshareoftotaloutdooraddollarsat31.4%thisyear.ThiseMarketerreportexplorestheburgeoninglandscapeofOOHandoffersastrategicroadmaptorealizeitsfullpotential.PresentedbyContentsExecutiveSummary3OOHrecapturesaddollars,butitscomebackisuneven.4OOH’sshareoftotalmediaadspendremainsdown.4TheoutlookforOOHadspendisbackontrackafterafewroughyears.4DOOHregainsitsfootingafterafewturbulentyears.4In-storeretailmediawillaccountforagrowingshareofDOOH.5ProgrammaticOOHistakingoffbutstillrepresentsfewoutdooraddollars.5Localandtraveladvertisersopentheirpocketbooks.6TechgiantsareleaningintoOOH.7Billboardsdominateoutdooradformats.7WhichtrendsshouldadvertisersmonitortosucceedinOOH?8PresentedbyCopyright©2023,InsiderIntelligenceInc.Allrightsreserved.Page2ExecutiveSummaryUSOut-of-HomeAdSpending2023■Theworstdaysareoverforout-of-home(OOH),butitstrugglestosiphonmorebudgets.WithlinearTVviewingerodingandprivacylawsreshapingdigitaladvertising,OOHisanaturalalternativeforbrandsseekingawarenessandconsideration.However,OOH’sshareoftotaladspendingremainsdownfrompre-pandemiclevels.ThisdisconnectspeakstothechallengesfacingOOHinanerawhenfewerpeopleworkattheo...