eMarketer：2023年美国户外广告支出报告（中译版）（10页）.pdf

1、Digital Out-of-Home Gets Back on TrackAUG 2023Ross Benes US Out-of-Home Ad Spending 2023Digital opportunities are emerging for brands within out-of-home(OOH)advertising.In fact,digital OOH(DOOH)will regain its pre-pandemic share of total outdoor ad dollars at 31.4%this year.This eMarketer report exp

2、lores the burgeoning landscape of OOH and offers a strategic roadmap to realize its full potential.Presented byCopyright 2023,Insider Intelligence Inc.All rights reserved.Page 2Presented byContentsExecutive Summary 3OOH recaptures ad dollars,but its comeback is uneven.4OOHs share of total media ad s

3、pend remains down.4The outlook for OOH ad spend is back on track after a few rough years.4DOOH regains its footing after a few turbulent years.4In-store retail media will account for a growing share of DOOH.5Programmatic OOH is taking off but still represents few outdoor ad dollars.5Local and travel

4、 advertisers open their pocketbooks.6Tech giants are leaning into OOH.7Billboards dominate outdoor ad formats.7Which trends should advertisers monitor to succeed in OOH?8Copyright 2023,Insider Intelligence Inc.All rights reserved.Page 3Presented by The worst days are over for out-of-home(OOH),but it

5、 struggles to siphon more budgets.With linear TV viewing eroding and privacy laws reshaping digital advertising,OOH is a natural alternative for brands seeking awareness and consideration.However,OOHs share of total ad spending remains down from pre-pandemic levels.This disconnect speaks to the chal

6、lenges facing OOH in an era when fewer people work at the office,cinema is down,and retailers fight to regain in-store traffic.Digital opportunities are emerging for brands within OOH advertising.Physical retail locations are expanding their OOH inventory by digitizing the in-store experience;automa