U.S. outdoor ad spending is expected to have a rosy future, up from $6.1 billion in 2010 to $6.4 billion this year and $7.6 billion by 2015. The growth is bolstered by the continued relevance of outdoor to consumers’ daily lives, as well as the growing share of spending devoted to newer forms of outdoor ads which are digital, said research firm eMarketer.
According to researches from the Digital Place-based Advertising Association (DPAA), more than 75 percent of U.S. media planners plan to incorporate digital place-based advertising for marketing this year, up more than 10 percentage points from 2010. the number will grow to 86.3 percent next year.
Most of the budgets for digital out-of-home come from traditional outdoor ad allocations. Over 50 percent of media planners said they would shift budgets from traditional to digital outdoor ads. However, only less than a quarter would like to pull money from digital to place-based media.