It’s 2019, is out-of-home advertising still going strong?
Yes! New research by MAGNA and RAPPORT has found that OOH is the only traditional format that has experienced consistent growth in global advertising sales in the last decade.
The report looks at the trends of OOH in 70 countries, including in-depth analyses for the top 20 markets. While other formats are struggling to reach consumers in the digital age, OOH is utilising new technology to remain relevant and attract new advertisers.
Furthermore, consumers are increasingly mobile and OOH doesn’t suffer from the loss of reach and audience that affects editorial media.
According to the report, global OOH advertising revenues grew annually over the last nine years, with an average growth of +4.1% per year over the period, to reach £24 billion in 2018.
Supergiant companies such as Amazon, Apple and Netflix have dramatically increased their spending in OOH advertising, across almost every world market in 2018.
As for the UK, it’s the only market alongside Australia where DOOH sales account for half of the total OOH sales.
Michael Cooper, CEO of Rapport, said: ‘There has never been a more exciting time in the OOH industry. The industry has exploited all the benefits of evolving digital technologies, but retain a unique geographical footprint in a way that no other medium can.’
If you’d like to download the full report, contact MAGNA.
