Digital Out of Home grows despite weak advertising market
Digital Out of Home (DOOH) demonstrated its strength in October: While the German advertising market as a whole declined by 3.1 percent, DOOH posted a 7.4 percent increase. Its market share within the outdoor advertising sector rose to 47 percent—a clear sign of the resilience of digital screens in public spaces.
Digital Out of Home (DOOH) is maintaining its position even in a challenging advertising environment. While the German advertising market fell by 3.1% in October according to the latest Nielsen advertising trend, DOOH recorded a year-on-year increase of 7.4%. This corresponds to additional gross advertising expenditure of EUR 9.78 million.
Following a brief period of stagnation, DOOH is thus continuing its dynamic development from the first half of the year and strengthening its role as a growth driver within out-of-home advertising. The market share of digital advertising media within the out-of-home category climbed to 47% in October - another step forward for digital moving image communication in public spaces.
Flexible controllability as a success factor
"Digital Out of Home is once again demonstrating its resilience and relevance," says Frank Goldberg, Managing Director of the Institute for Digital Out of Home Media (IDOOH). "While other genres came under noticeable pressure in October, DOOH continues to grow. The flexible controllability, high reach and high visibility of digital screens make DOOH increasingly indispensable in modern media planning."
The latest Nielsen figures underline the robustness and relevance of digital out-of-home advertising. In an overall declining market, DOOH continues to gain in importance and consolidates its position as a dynamic growth segment.
