Digital out-of-home advertising market sees growth

The digital out-of-home (DOOH) advertising segment is experiencing growth as advertisers increasingly treat digital outdoor media as video advertising. Campaigns often utilize ten-second spots similar to those used in television and internet formats.

Research indicates that digital outdoor advertising is perceived as more credible, natural, and non-intrusive by audiences, including younger demographics, compared to social media advertising. The development of digital networks has also enabled programmatic purchasing, allowing advertisers to move away from direct negotiations with individual owners and operators toward a more unified buying method.