World’s largest DOOH market

Top of the heap

The U.S. remained the world’s largest DOOH market last year, according to PQ, thanks in part to transit and a fillip in healthcare spending prompted by the Affordable Care Act or “Obamacare”. At $2.37bn, it was significantly ahead of China at $1.87bn.

The fastest-growing markets, however, were Brazil at 41.9 percent – aided by advertising expenditure and new rollouts alongside the World Cup – and Australia at 23.6 percent.

Digital out-of-home revenues are also powering ahead in the UK, with the latest figures from the Outdoor Media Centre reporting 30 percent year-on-year growth for the three months April to June.

The total spend of £68.3m ($114m) was the largest quarterly digital revenue ever recorded for the UK sector, representing just over a quarter of total outdoor expenditure – and the true sum is likely to have been even higher, since the outdoor industry organisation doesn’t track all digital out-of-home media properties.