TV and newspaper advertising will suffer the most from expansion of DOOH – Research

New research from Alfi, an AI enterprise SaaS advertising platform, shows the entertainment and media sector will see the biggest increase in the use of Digital Out of Home (DOOH) advertising over the next 12 months.

The global study among senior executives including CEOs, found 66% believe entertainment and media will see rapid increases in the use of DOOH followed by 62% who point to the Government campaigns sector and 61% who highlight the retail industry.

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The executives questioned in the UK, US, France, Germany, Canada, Australia, and the UAE believe the finance industry will also increasingly use DOOH advertising with 58% predicting it will see the biggest rise in DOOH use followed by 52% who pinpointed telecoms.

The switch to DOOH will however mean budgets being moved away from other areas of advertising with television and newspapers expected to be the hardest hit. Around 57% of executives believe TV advertising budgets will be reduced to fund DOOH and 53% say newspaper advertising spend will suffer because of this.

Just 15% of executives questioned believe Out of Home (OOH) budgets will be diverted to DOOH and only 21% believe online advertising will suffer as a result of the switch to DOOH.

“Entertainment and media is ideally suited to DOOH as advertisers can make full use of the technology to provide additional content and the same applies to Government campaigns and the retail sector,” said Peter Bordes, Interim CEO, Alfi.

“Advertising budgets are increasing but the rise of DOOH does mean other areas will potentially suffer as money is moved to where advertising can be more effectively measured and analysed.”

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The table below shows the views of advertising executives on the sectors which are likely to see the biggest increases in the use of DOOH over the next 12 months.

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