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Key stat: US digital out-of-home (DOOH) will make up 31.4% of out-of-home (OOH) ad spend this year, showing recovery after a pandemic dip, according to our forecast.

Beyond the chart:

• US DOOH spend will hit $2.87 billion this year, and we project double-digit growth through the end of our forecast period in 2027.
• In-store retail media accounts for a growing share of DOOH, as digital ad inventory on store shelves, end caps, cooler doors, and checkout aisles increases.
• But DOOH spend is still down from pre-pandemic levels when accounting for inflation.

Use this chart:

• Balance DOOH spend with traditional OOH.
• Evaluate in-store retail media in your OOH ad strategy.

More like this:

• US Out-of-Home Ad Spending 2023 (Insider Intelligence subscription required)
• 3 underutilized ad areas and why the data says you should jump in
• Closing the loop: A buyer’s guide to retail media ad types
• 3 innovative OOH ad activations and what you can learn from them

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