OOH is a “superior alternative to TV” to fulfil brand-building goals.
According to Brian Wieser, analyst at GroupM, though outdoor, radio and print-based media don’t get the attention pure-play digital and television-related media do, they offer significant opportunities for marketers. GroupM predicts that outdoor, radio and print will constitute 3.5%, 6.6% and 9% of the US ad spend, respectively, in 2020.
While these percentages individually seem low, when combined, they account for one fifth of the market. This could increase if advertisers purchase inventories for those channels and deploy the targeting and tracking capabilities which may be on par with digital channels.
Given the highly competitive digital ad space, marketers are increasingly reverting their ad spend to traditional media, instead of “accepting the diminishing returns from digital”. This is when marketers are busy navigating regulatory changes and the cookie crackdown.
[2 minute read]