News

Global OOH is up 7.5%

September 17, 2019

Global OOH advertising revenues increased by 7.5% to $56 billion in 2018, according to research from PQ Media. Growth drivers included live updates during sporting events and high performance in transit areas, according to a press release.

PQ Media also expects the market to surge by 8.5% in 2020, with DOOH holding a 28.3% share of overall OOH revenues by the end of 2019. Other findings include:

• Traditional OOH will remain the largest segment of OOH.
• Digital place-based networks have exceeded $11.4 billion in this year, growing by 9.9%.
• U.S. is the largest market in overall OOH and DOOH, but is second to China in traditional and ambient OOH.

"Our research indicates that brands and agencies are turning to OOH media more than ever, which has made it one of the fastest growing ad-driven media worldwide, both in operating company revenues and consumer exposure time," Patrick Quinn, president, PQ Media, said in the release. "Media buying across multiple OOH networks has become easier through programmatic technology and brand marketers are finding that their messages are less likely to appear near objectionable content via OOH media, a drawback that is frequently cited in relation to the use of online and mobile advertising and marketing."