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US digital out of home spending to hit $4.5bn

US digital out of home spending to hit $4.5bn

A digital billboard

A new study has found that 42% of US agency and brand marketers plan to increase their digital out of home (DOOH) advertising spending through 2009 and the first half of 2010.

According to the report from Adcentricity, total US DOOH spending is on target to hit $4.5 billion by 2013, up from $2.6 billion in 2009.

Adcentricity also reveals that DOOH advertising currently reaches two-thirds of US residents ages 18+  each month and delivers a fairly representative cross-section of consumers.

In addition, the study found that 38% of active DOOH network operators are planning capital investments of between $1 million-$10 million to expand their venue and screen capacity in the next 12 months.

ZenithOptimedia recently forecast that outdoor’s share of total global adspend will increase from 6.6% this year to 6.8% in 2011.

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