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US marketers embrace digital OOH

Spend on digital in the US out-of-home market is expected to reach $7.6bn by 2015, according to a report from eMarketer.

The forecast is being made on the back of continued investment in new ad formats, which are largely use digital technology. During 2010, digital OOH expenditure totalled $6.1bn and this is expected to rise by $0.3bn this year before reaching $7.6bn by the middle of the decade.

Recent figures by the Digital Place-based Advertising Association (DPAA) show that 75% of US media planners will incorporate digital OOH ads into their marketing plans in 2011, up 10% on last year. By 2012, the DPAA expects 86% of media planners to be using digital OOH in their marketing plans.

At $70m, Verizon represent the biggest spenders on OOH followed by McDonald’s on $68.5m.

Josh Colley, London