Which media format is practically guaranteed to catch consumers’ attention as they slog between work and the office? Out-of-home.
Smart speakers and stereos at home, car radios, and phones and computers when out of the house. Today, Americans rarely have to be without the radio if they don’t want to be.
Candidates and political action committees are buying ad space to inform consumers and sway the vote. While online media formats may see the biggest increases in political ad spending, cable TV operators can expect to see their revenues increase from this activity.
Out-of-home ad formats continue to perform for marketers. But, could those transit signs and billboards be doing even more for your clients’ bottom lines?
Whether it’s a billboard on the side of the road, or the screen in the movie theater, ads in these environments are memorable. That’s one reason advertisers continue to increase the budgets they allocate for all forms of out-of-home marketing.
The good news is that media sellers can expect revenue of $197 billion in 2018. Without the cyclical spending of politics and the Olympics, the ad market growth will be more like 3.7%.
As Kantar MillwardBrown research shows, what consumers see in one format should be reinforced in another format. When that happens, consumers’ increased engagement leads to higher revenue.
Some marketers may consider out-of-home advertising to be a traditional media format. But, the industry’s rapidly changing. The availability of both traditional and digital options is one reason revenue keeps rising in OOH.