Digital out-of-home (DOOH) will account for 45.2% of total OOH ad spending in 2028, up from 22.0% in 2016 (EMARKETER)

This report explains our US out-of-home (OOH) ad spending forecast through 2029, highlighting the shift toward digital screens, in-store retail media, and programmatic buying. The tension: faster automation and precision is coming up against a medium still anchored in traditional formats. […]