Marketers to Channel More Funds into Digital Out of Home

Marketers are shifting more ad money into digital formats these days. The trend is moving into the out of home (OOH) sector as well. The total OOH ad market is thriving but digital is making up a larger share of this market. The latest numbers from Adcentricity show marketers where the OOH segments are booming and which demographics are most likely to remember seeing OOH ads in specific locations.

The Digital Out of Home (DOOH) ad market is valued at $3.082 billion in 2011. By 2013, Adcentricity analysts expect that number to reach $4.53 billion. At that point, DOOH will comprise 44% of the $10.23 billion OOH market. The DOOH market is primarily divided into the following location types:

  • Place based
  • In-​store (retail)
  • Outdoor
  • Cinema

Consumers say they are noticing these ads. On average 55% of all men and 45% of all women remember DOOH placements. But there are noticeable differences when gender, age, race and income levels are considered. The top places for all men to notice these ads are elevators (64%), convenience stores (59%) and airports (57%). For women, the top locations for DOOH placements (all coming in at 51%) are doctors’ offices/​hospitals, movie theaters, and public transportation.

Young adults between the ages of 18–24 tend to notice DOOH ads in public transit (25%) while consumers over age 65 report doctors’ offices/​hospitals (14%) as the top place they notice these ads. These statistics may be skewed by the amount of time each age group spends in specific locations.

Here’s a list of the top locations for DOOH ads by ethnic group:


  • Whites – Grocery stores: 72%
  • African Americans – Retail stores: 66%
  • Hispanic/​Latino – Public transit: 24%
  • Asians – Public transit: 7%
  • Other – Health clubs: 5%

When it comes to income levels, those bringing home over $100,000 per year are mostly noticing elevator displays (30%) and health club displays (28%). But consumers with incomes ranging from $25,000-$50,000 see these signs primarily in doctors’ office/​hospitals and drug stores (both at 31%).

As consumer attention becomes increasingly fragmented, it’s important for marketers to make impressions wherever they can. This means reaching out while consumers are going about their day – traveling, shopping and exercising.

[Source: 2011 Digital Out of Home Outlook & Planning Guide. Adcentricity​.com. 2011. Web. 4 Mar. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.