OOH ad spending will grow in 2022, but at a much slower rate than its digital counterparts, even as the world reclaims some normalcy from the pandemic. The post-ATT and third-party cookie landscape has given rise to new digital advertising channels. Influencer marketing has emerged as a cheaper alternative to traditional channels for Big Tech and many brands, though it has its own kinks to work out.
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| Aug 18, 2022
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| Sep 18, 2023
Source: Magna Global
The one exception will be out-of-home (OOH) spending. OOH spend will see double-digit growth this year and next. The early stages of the pandemic had an outsize effect on this format, as cinemas were closed and the population was locked down at home for large periods of time, hindering large-scale retail, roadside, and transport ad locations.
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| May 18, 2022
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| Sep 12, 2023
Source: VIOOH
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| Sep 12, 2023
Source: VIOOH
OOH ad spending rebounded nicely in 2021 after an 18.0% contraction in 2020 during China’s original COVID-19 outbreak. However, so far in H1 2022, China is facing far greater disruption from the omicron variant than anything it experienced last year.
Report
| May 18, 2022
Amazon is the biggest retail media network in the US, accounting for three-quarters of retail media revenue share, per our forecast. But its limited grocery footprint leaves an opportunity for competition. Here are recent updates in grocery retail media, and a prediction on the future of in-store retail media.
Article
| Jul 24, 2023
Prior to COVID-19, we expected strong TV, radio, and OOH ad spending to bolster the traditional media market. But radio and OOH were hit particularly hard by the pandemic due to dramatic declines in commuting and foot traffic across downtown cores and transit hubs. Digital spending in Canada will be almost double what it was five years ago.
Report
| May 18, 2022
Meanwhile, growth in out-of-home (OOH) ad spending will reach double digits this year. As a result, TV will claim the second-largest share of total ad spending in 2022, at just under 25%. Newspapers, magazines, and radio will each account for less than 5% of spend. Digital will be the biggest winner—and account for over half of all ad spending in France for the first time.
Report
| May 18, 2022
With $9.15 billion in US ad spending going to OOH advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.
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| Jul 10, 2023
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| Aug 24, 2023
Source: WARC
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| Aug 24, 2023
Source: WARC
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| Aug 24, 2023
Source: WARC
Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.
Report
| Dec 15, 2021
Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.
Report
| Feb 3, 2022
Uber taps in to OOH and self-serve ads as its ad empire expands: Advertisers can now display car-top ads on 3,500 cars in several US cities, targeted by ZIP code.
Article
| Mar 17, 2023
As QR codes come to play a larger role in how consumers shop, buy, and interact with brands, marketers can use them to drive conversion across physical and digital spaces. Here are three ways marketers can use QR codes to increase consumer engagement and encourage purchase behavior.
Article
| Mar 17, 2023
Lowe’s teams up with Yahoo to enhance retail media network: The partnership lets advertisers run off-site omnichannel campaigns and improves measurement and attribution.
Article
| Oct 17, 2022
A quarter of US adults pay the most attention to TV commercials, making them the top ad format, followed closely by online ads, per CivicScience. Magazine and newspaper ads rank near the bottom, with only 4% and 5% paying them the most attention, respectively.
Article
| Jan 5, 2023
TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.
Article
| Mar 7, 2022
Most drivers will be connected in their cars within four years. By 2026, nearly three-fourths of the US population aged 14+ (72.3% of licensed drivers) will be driving a connected car.
Article
| Nov 7, 2022
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| Jun 30, 2023
Source: Advertiser Perceptions; Premion
One thing is that this is going to really mess with our out-of-home ad spending forecast, if it really takes off. How do you allocate something to US versus rest of world and so on? Marcus Johnson:. The forecasting team is going to be furious. Jeremy Goldman:. Generally speaking though ... Why is this so expensive? Because there's very little inventory.
Audio
| May 26, 2023
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| Jun 19, 2023
Source: Magna Global
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| Jun 15, 2023
Source: Insider Intelligence