B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
1%
1% -- share of traditional ooh budget reinvested in dooh for US out-of-home advertising budgets (2026)
Only approximately 1% of advertising budgets leaving traditional out-of-home (OOH) media was reinvested into digital out-of-home (DOOH) advertising in the US.
- Directional forecast estimate by Guideline rather than audited actuals
- Does not contain beauty-specific data
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
1%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
Guideline
Primary
Tier B
https://bdooh.com/news/dooh-growth-capped-by-inventory/ ↗
Source Article
DOOH's growth is capped by inventory, not demand — BDOOH
DOOH's growth is capped by inventory, not demand
A 2026 US forecast has DOOH growing 14.5% — but flags a 'slowdown' with a revealing cause: not weak demand, but too little inventory to absorb it. Only 1% of budgets leaving traditional OOH went to DOOH; the growth is new money the market can't fully …
Original Research
Guideline
· Original study ↗
Methodology
Estimate of budget leaving traditional OOH that was reinvested into DOOH
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US out-of-home advertising budgets: 1% share of traditional ooh budget reinvested in dooh. Source: Guideline (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ooh-budget-migration-to-dooh-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ooh-budget-migration-to-dooh-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>1%</strong> -- share of traditional ooh budget reinvested in dooh for US out-of-home advertising budgets<br><small>Source: Guideline (2026) · <a href="https://lighthousedata.io/data/ooh-budget-migration-to-dooh-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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