The Out of Home Advertising Association of America (OAAA) reports that US out-of-home advertising revenue reached over $9 billion last year, marking a significant growth in the industry. Anna Bager, the CEO of OAAA, emphasized in an EMARKETER interview that digital out-of-home (DOOH) advertising is becoming increasingly appealing to major brands, including tech and retail giants such as Apple and McDonald's. The shift is also evidenced by pharmaceutical companies moving budgets from traditional television advertising to OOH, leveraging its improved measurement tools and programmatic capabilities.
According to a recent report by the Out of Home Advertising Association of America (OAAA), US out-of-home (OOH) advertising surpassed $9 billion for the first time last year.
In an EMARKETER interview, OAAA CEO Anna Bager elaborated on how programmatic capabilities and enhanced measurement tools have contributed significantly to the attractiveness of OOH advertising.
Bager highlighted that brands like Apple, McDonald's, Amazon, Disney, Google, and Nike have found OOH advertising increasingly appealing due to its effectiveness.
Pharmaceutical advertisers are notably shifting budgets from television to out-of-home advertising, viewing it as a viable channel for reaching their target audiences.
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