The adoption of digital signage allowed OOH ads to grow over static media placements.
Outdoor advertising recorded the highest quarterly growth revenue of 7.7%, year-over-year during the second quarter of 2019. The rise in attributed to ad serving technology and outdoor digital signage that adjust for factors like weather and time.
According to Cuebiq, a brand intelligence firm, emerging technology has helped OOH ads to get consumers into physical stores. Out of home media revenues reached 7% growth across all channels like billboards and transit signs, while digital had the highest returns with nearly one-third OOH revenue in Q2.
This article says more brands are trying to capitalise on OOH ads by offering “leading-edge outdoor offerings”. For example, footwear brand Pump launched a geo-targeted campaign to deliver programmatic advertisements to screens on taxis and ride-share vehicles.
[3 minute read]