Much of traditional advertising (in its print form) is being replaced by Digital Signage, aiming at attracting and satisfying the customer. With very few exceptions, printed signage is almost always single-use, including billboards and posters, which are discarded after a short period. Digital Signage on the other hand, offers great flexibility, with the possibility of being transmitted varied information, through a highly engaging and always updated content, attracting the attention of consumers to its adoption. In addition to thisThey are easy to manage compared to traditional advertisements, can be easily differentiated by the region where they are broadcast, and can be updated in real time as the availability of advertised products changes.
Among the many benefits of Digital Signage is the fact that, according to extreme media, digital displays captured 400% more views than static screens, as well as the fact that 4 out of 5 brands have identified a 33% increase in their sales after using Digital Signage.
Given this reality, according to PQ Media, Digital out-of-home (DOOH) advertising accounted for 28.3% of all out-of-home (OOH) ads in 2019, with a projected increase of 38.3% by 2023. In addition, DOOH was the main driver of OOH advertising growth worldwide in 2019, which was 10%
The study published by the OAAA (Out of Home Advertising Association of America), indicated OOH ad revenue in 2017 of $7.7 Billion, with Apple, Google and Amazon in the top 10 advertisers.
In the US DOOH advertising spend forecast in 2019 was $4.5 billion. According to an article by Adage, "Zenith predicts that DOOH will grow faster globally than all other buying methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will surpass traditional media spend as early as 2020, growing at a rate of 15% per year over the next four years.".
In the UK, one of the largest Digital Signage markets in Europe, according to Campaign, Brits saw up to 1.1 billion DOOH ads during a week, with numbers up 36% year-on-year, reinforcing the huge growth of Digital Signage in the country in 2019.