71% of digital billboard viewers find those ads to stand out more than online ads.

T.S. Eliot once said that the exploratory process often means a return to one’s beginnings. There are many examples of this, from the Internet of Things reinventing everyday household items as “smart devices” to Netflix reinventing the home-entertainment experience.

A current, prime example is the growing market of digital-out-of-home placement.

The digital-out-of-home (DOOH) market is a return to advertising’s roots, quietly shifting the industry by way of reimagining the classic advertising experience. Nearly $4.5 billion is expected to be spent on DOOH advertising in the U.S. by 2019, an increase of approximately $1.2 billion from 2016. Zenith forecasts that DOOH will grow faster globally than all other buying methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional media spend in 2020, growing at a rate of 15% a year for the next four years.

Some may say DOOH is the next big thing … but really, it’s just an innovative return to advertising’s origins.


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