Jack Myers TomorrowToday forecasts total U.S. annual out-of-home ad spend will post modest gains from 2017 through 2020. The growth of alternative "out & about" media spend options, especially mobile & apps (excluding mobile search), will be an obstacle to growth for out-of-home. Annual ad spend in mobile & apps is projected to grow by over $24 billion from 2017 to 2020. Out-of-home includes legacy & digital ad spend for billboards, street furniture, transit, place-based, and cinema.
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