The out-of-home advertising market continues to be one of the few traditional media formats with a bright future. In a recent post, citing Brian Wieser’s ad industry projections, we reported that there is no format that will disintermediate the OOH market in the way that the TV and print sectors have experienced.
Entertainment programming isn’t just something Americans watch at home while putting their feet up after a long day of work. According to Nielsen, consumers tend to watch these shows at all times of the day, no matter where they may be.
Fake news is something most Americans are cautious of, especially nowadays. With so many news sources to choose from, which ones do consumers continue to turn to for what they feel are the most trustworthy news updates?
While many marketers are hyper-focused on digital advertising and commerce, it’s important to remember that most shopping takes place in traditional stores.
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.