30+ Digital Out-Of-Home (DOOH) Statistics For 2024

After a brief downturn during the pandemic, Digital Out-of-Home (DOOH) advertising is making a robust comeback. People are now craving real, physical interactions, but they expect these to blend with digital experiences seamlessly – and that's where DOOH thrives.

Already celebrated for its hyper-targeting capabilities, seamless integration with other digital platforms, and measurable impact, DOOH is now taking it to another level with technological advancements like virtual reality, augmented reality, and AI. 

As a result, advertisers are getting new opportunities to reach and engage audiences and improve ROI. 

So, how does DOOH look in numbers, and should it be your go-to advertising type in 2024? We’ve gathered compelling statistics to give you a better view – let’s dive in.

Global DOOH Market Overview

Growth in the DOOH Advertising market is undeniable. Global ad spending in this sector is expected to hit $18.64 billion by this year.

Over the following five years (2024-2029), the sector is anticipated to grow at an annual rate of 5.18%, culminating in a market volume of $24 billion by 2029.

In 2024, the average DOOH spending per capita is projected to be $2.41. The United States is set to lead this spending, with a projected market volume of $5.277 million. This surge is largely fuelled by AI and data analytics, which are significantly enhancing campaign effectiveness. 

DOOH ads will also make up 31.4% of all US out-of-home ad spend this year, showing a strong recovery to pre-pandemic levels.

That’s no surprise – as nearly a third (31%) of US advertisers now include DOOH in their media plans, with 39% planning to increase their investment in the next 18 months.

Also, one-third (33%) of US advertisers are shifting budgets from other digital channels to DOOH.

Source: Statista, Insider Intelligence

In terms of revenue, forecasts predict that global DOOH advertising revenue will increase by 17% in 2024, rising to more than $15.5 billion. By 2028, this figure is expected to grow by an additional 34%, approaching $21 billion.

Source: Statista

Regional Insights 

DOOH Stats in APAC

APAC is the fastest-growing region in DOOH, with India being the number one country with its innovative campaigns. 

• APAC’s DOOH market is expected to hit $8.62 billion in 2024.
• This market will grow steadily, with an expected annual growth rate of 5.92% from 2024 to 2029, potentially reaching a total of $11.39 billion by the end of the forecast period.
• Per capita spending on Digital Out-of-Home Advertising in APAC is estimated to reach $2.01 in 2024.
• The projected market volume is $5.119 million in 2024, with China leading in ad spending.
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DOOH Stats in EMEA

In EMEA, programmatic buying is especially transforming DOOH advertising in the United Kingdom by enhancing targeting accuracy and boosting advertisers’ ROI.

• Ad spending in EMEA’s DOOH market is expected to reach $3.89 billion in 2024.
• With a projected annual growth rate of 5.36% from 2024 to 2029, the market is on track to expand to $5.05 billion by the end of the period.
• Per capita ad spending in this sector across EMEA is anticipated to be $1.59 in 2024.
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DOOH Stats in LATAM

In LATAM, the demand for interactive, dynamic DOOH is growing – as is its influence on the advertising market landscape.

• In 2024, ad spending in LATAM’s DOOH market is projected to hit $0.49 billion.
• The market is expected to grow at an annual rate of 3.78% from 2024 to 2029, reaching a market volume of $0.59 million by the end of the forecast period.
• Per capita ad spending within Africa’s DOOH sector is expected to be $0.77 in 2024.
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DOOH Stats in MENA

In the MENA region, Digital Out-of-Home Advertising is experiencing rapid growth, with Saudi Arabia at the forefront of launching innovative campaigns aimed at urban audiences.

• In 2024, the DOOH market in MENA is set to reach $323 million.
• The market is poised to grow at an annual rate of 6.15% over the next five years, with a projected increase to $435.4 million by 2029.
• Per capita ad spending in this sector is expected to average $0.57 in 2024.

Source: Statista

Consumer Trends

DOOH ranks among the top five channels consumers prefer in 2023, particularly because it involves in-person interaction. Despite this, many marketers still focus on digital channels.

DOOH is also recognized as one of the top three channels capturing consumer attention most. Still, marketers often overlook DOOH and favor influencer content instead.

Source: Kantar

Some benefits in numbers:

• Exposure to premium DOOH, which typically features large, high-quality screens in busy areas, can increase brand trust by 13% compared to brands that have no such exposure.
• Contextually relevant content on DOOH screens, triggered by factors like time, weather, or live updates, boosts ad effectiveness by an average of 17%.
• 55% of Gen Z respondents are drawn to billboards displaying dynamic content. Advertisers heavily target this demographic through social media, even though they respond well to the innovative use of DOOH. This suggests DOOH can be a go-to strategy for engaging this often difficult-to-reach group. 

Source: Clear Channel 

Numbers also talk for themselves when we think consumer action:

• 52% engage in a smart device action like website visit, purchase, or accessing discount after seeing a DOOH.
• 85% of adults look at OOH ads at least some time.
• 65% take action like search, store visit, or social media post after seeing a DOOH ad.

Source: OAAA, Vistar Media

Full Motion DOOH Stats

Integrating full motion DOOH (FMDOOH) with social media campaigns can enhance brand funnel metrics by an average of 23%, improving awareness, emotional response, top message takeout, consideration, purchase intent, and consumer action. It particularly works at the top end and bottom end of the funnel (awareness and action).

Notably, combining FMDOOH and social media can lead to a 48% increase in consumer action. This synergy highlights how FMDOOH complements social strategies – social creates interest and desire, while FMDOOH pushes core messaging and provokes emotion. 

Further insights underscore the impact of full motion DOOH compared to static DOOH:

• Full motion DOOH content holds viewers' attention 60% longer than static ads.
• Using 3D DOOH content increases consumer attention by 15% compared to 2D.

Source: Talon

Retail and E-Commerce 

Currently, 85% of all retail sales in the United States still occur in physical stores, where DOOH plays a prominent role. Despite the rise of online shopping, physical stores are opening faster than they’re closing. 

Plus, nearly half of the consumers prefer shopping in physical stores – underscoring the ongoing relevance and potential of in-store DOOH advertising.

In fact, in-store retail media is capturing a larger share of the DOOH landscape, fueled by an expanding digital ad inventory located directly on store shelves, end caps, cooler doors, and checkout aisles. 

This placement offers advertisers a unique chance to sway consumer decisions at the critical moments just before they finalize purchases.

Source: CB Insights, NRF, Raydient, Insider Intelligence

Marketer Trends

Here’s how DOOH’s value is perceived by marketers:

• 24% of US marketers think that DOOH represents a good value. 
• 106% of advertisers agree that DOOH gives innovative ways to target consumers. 
• 72% agree DOOH is a great way to increase brand awareness. 
• 67% of marketers agree that DOOH effectively targets the right people at the right time, enhancing sales and performance. 
• 61% of marketers note brand safety is also a major advantage.

Source: Vistar Media, Billboard Insider, VEOH

Summary

As we look to the future, it’s clear that DOOH and programmatic solutions are evolving rapidly. As consumers increasingly respond to DOOH campaigns, the gap between traditional advertising perceptions and DOOH’s dynamic capabilities widens.

For advertisers, this represents a prime opportunity to use the power of DOOH to engage audiences at crucial decision-making moments. 

Embracing DOOH now means staying ahead in an advertising world that values immediacy, relevance, and impact. 

So, are you going to tap into these opportunities and set your brand apart?