Out-of-Home Gets 6% of Total Global Ad Spend. What Do People Want From Digital Signage?

March 1, 2018

Out-of-home’s share of global advertising spending has remained remarkably constant over the past 30 years, reports Warc. While its share has declined slightly since 2012, it has been stable on a long-term basis, averaging 5.9% since 1990 and expected to stay roughly at that level for 2017.

The report is based on media channel data from 96 countries, which collectively account for about two-thirds of global advertising trade.

Successful brands appear to be leveraging out-of-home (OOH) advertising more than others. Looking specifically at successful brands in its case study database, Warc notes that these brands allocate more than twice as much of their ad spending (13% share) to OOH as do advertisers overall.

Digital OOH Grows Quickly

Digital has been making headway in OOH advertising, and is estimated to have exceeded one-third (34.8%) of OOH advertising last year. That figure should rise to 45% by 2021, per Warc’s projections.

Highlighting some key countries, Warc reveals that digital out-of-home (DOOH) accounted for:

  • 40.2% of OOH ad spend in 2016 in Australia, up to an estimated 45% last year;
  • 37.7% of OOH ad spend in the UK in 2016, up to a forecast 46.5% last year; and
  • 20.8% of OOH ad spend in the US in 2016, up to an estimated 22.4% last year.

It’s interesting to see that digital has a smaller share of total OOH ad spending in the US. Estimates from PwC suggest that digital could account for almost half (46%) of the forecast $11 billion in US OOH ad spending in 2021.

Out-of-home has been one of the most resilient traditional media advertising types in the US in recent years, though much of that has been the result of growth in DOOH.

What Impact Do Digital Signage Ads Have?

Consumers want relevant information, deals and media services from digital signage, according to a survey of 1,000 people from Kinetic Panel, reported here by Digital Signage Today.

Among the highlights from the survey’s results:

  • Location-specific information including weather updates (48%) and transport updates (38%) are considered the most desirable information from digital posters, with new updates (32%) and local event information (30%) also helpful;
  • Almost one-quarter (23%) of 18-24-year-olds reported having downloaded a mobile app after seeing an outdoor digital signage ad, compared to 10% of respondents overall;
  • While 18-34-year-olds are interested in downloading retail vouchers from sites accessed via a digital poster, media services (such as downloaded clips of upcoming films to phones after viewing them on a digital screen) were important to the narrower 18-24 bracket; and
  • 1 in 10 respondents said they would shop directly from a digital signage display, and close to one-third of 25-34-year-olds anticipate being able to do so in the future.

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