Anna Bager’s Post

"We are excited to see another record-breaking quarter for OOH, underscoring its enduring relevance and effectiveness in today’s media landscape." - Anna Bager, President & CEO, OAAA Great to see ADWEEK's Paul Hiebert cover another record breaking quarter for OOH. In Q3 2024, OOH ad spend reached an unprecedented $2.04B, marking a 4.3% increase from the same period last year. This growth is largely driven by DOOH, which accounted for 33.2% of quarterly sales, as well as the transit category, which generated the greatest growth compared to Q3 2023, increasing by 8.3%.

The latest expenditure report from the Advertising Association and WARC is finally out, and in store is exciting news for OOH! Despite broader challenges in the media marketplace, OOH saw strong year-on-year growth of 9.7% in 2023, with DOOH predominantly driving that growth at a 12.2% increase. Whereas other media such as TV saw a 8.9% decline, and national news brands saw a 6.3% decline in year-on-year ad spend. Total OOH ad expenditure in 2023 reached almost £1.3 billion, the highest it has been since COVID-19. 📈 Looking at quarterly changes, last year’s Q4 festive season saw OOH’s total ad expenditure rise to £396 million, the highest since Q4 2019. While total ad expenditure across all channels topped £9.7 billion in Q4 2023, DOOH led with 18.1% year-on-year quarterly growth. Important to note that when adjusting for inflation, the real annual growth rate of OOH expenditure stood at 2.3%, driven by DOOH’s growth at 4.8%. While the effect of COVID-19 on OOH advertising spend is now becoming a thing of the past, OOH has proved to be resilient in the high inflationary climate of 2023. Route Research Ltd. #ooh

ICYMI: Outsmart reports £1.3bn OOH ad revenue in 2023, growing almost 10% year-on-year: Outsmart, the trade body for the Out of Home (OOH) advertising industry has announced that OOH revenue for 2023 saw growth of +9.8% year-on-year with total revenues of £1.3bn, equivalent to 99.6% of the pre-covid market. The figures, collated by PwC, show that Q4 contributed £396 million towards the annual total, up +14.9% from Q4 […] #DOOH #digitalbillboards #digitalsignage

FYI: Outsmart reports £1.3bn OOH ad revenue in 2023, growing almost 10% year-on-year: Outsmart, the trade body for the Out of Home (OOH) advertising industry has announced that OOH revenue for 2023 saw growth of +9.8% year-on-year with total revenues of £1.3bn, equivalent to 99.6% of the pre-covid market. The figures, collated by PwC, show that Q4 contributed £396 million towards the annual total, up +14.9% from Q4 […] #DOOH #digitalbillboards #digitalsignage

OOH revenue was up 6.8% in Q1 2024, marking the highest first-quarter volume in the history of OOH. 32% of sales were linked back to DOOH in particular. But with over 70% of the top 100 OOH advertisers increasing their spending on OOH campaigns, there comes a need to put quality over quantity. The more we spend on an OOH campaign, the more we stand to lose if it doesn't quite land. To make this increase in spending worth it, we need to prioritise making an impact. That means focusing on grabbing people's attention and making our campaigns something they don't want to forget. We can't afford to blend into the background. #OOH #DOOH #AdSpend #ROI

ICYMI: Outsmart reports £1.3bn OOH ad revenue in 2023, growing almost 10% year-on-year: Outsmart, the trade body for the Out of Home (OOH) advertising industry has announced that OOH revenue for 2023 saw growth of +9.8% year-on-year with total revenues of £1.3bn, equivalent to 99.6% of the pre-covid market. The figures, collated by PwC, show that Q4 contributed £396 million towards the annual total, up +14.9% from Q4 […] #DOOH #digitalbillboards #digitalsignage

FYI: Outsmart reports £1.3bn OOH ad revenue in 2023, growing almost 10% year-on-year: Outsmart, the trade body for the Out of Home (OOH) advertising industry has announced that OOH revenue for 2023 saw growth of +9.8% year-on-year with total revenues of £1.3bn, equivalent to 99.6% of the pre-covid market. The figures, collated by PwC, show that Q4 contributed £396 million towards the annual total, up +14.9% from Q4 […] #DOOH #digitalbillboards #digitalsignage

Verification is an important topic that the Australian out of home market has fully embraced and other markets including the U.S. and UK are beginning to embrace. The good news for OOH media is we are much more trusted and fraud free vs online and other digital media. We should be embracing verification faster to prove to advertisers we really are a brand safe and fraud free environment! This will lead to more spend in OOH. Nice interview with the co-founder of Veridooh, Mo Moubayed on the topic of independent #verification in #OOHmedia. OAAA Geopath DPAA COMMB World Out of Home Organization GroupM Outdoor Media Group (OMG) dentsu Media IPG Mediabrands Horizon Media Billups Talon RapportWW

https://lnkd.in/gZpSGfXP U.S. out-of-home (OOH) advertising spend will top the $10 billion threshold for the first time in 2027, according to an analysis by eMarketer released earlier this year. But that outlook alone doesn’t tell the whole story. Its projected share is expected to see a slow decline: 2.4% this year, 2.3% in 2025, 2.2% in 2026, 2.1% in 2027 and 2% in 2028. According to the Out of Home Advertising Association of America (OAAA), 27% of OOH last year was for local services and amusements. Digital OOH (DOOH) advertising has shown some effectiveness. Research by the OAAA and The Harris Poll finds 76% of surveyed consumers took action after encountering a DOOH ad: 38% watched a video, 36% visited a restaurant, 30% engaged in word-of-mouth conversations, and 29% visited a store. Advertisers perceive OOH as marginally more impactful for brand building than for sales. According to Proximic, 7% of advertisers consider DOOH the most effective medium for brand marketing, whereas only 1% favor it for performance marketing.

🚀 Out-of-Home advertising has long been the powerhouse for brand visibility, but it's time we address the challenges holding it back from reaching its full potential compared to its digital counterparts. Marge Bicknell, StreetMetrics' Head of Client Experience, details the current hurdles and offers strategies for navigating the future of the OOH industry as we push to compete with the digital advertising industry. Read the full blog post, here: https://lnkd.in/ekk2w_ZR #oohadvertising #oohmeasurement #standardization #advertisers #oohadvertisers