New research (1) from Alfi reveals 95 per cent of advertising executives expect the Digital Out of Home (DOOH) advertising sector to grow over the next two years, with 51 per cent anticipating dramatic expansion.
At the end of 2020, the DOOH advertising market was estimated to be worth $41.06 billion (2), but by 2026, nearly two out of three (65 per cent) advertising executives interviewed predict this will rise to between $50 billion and $55 billion. A further 16 per cent expect it to be worth between $55 billion and $60 billion, and 14 per cent estimate it will be even bigger.
Out-of-home (OOH) advertising is traditional (i.e., non-digital and non-programmatic) outdoor advertising,
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