Rani Molla’s Post

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Senior Tech Correspondent, Sherwood

In some ways it pays not to be Extremely Online. Every year, digital ads eat up a bigger portion of global ad spending. This year, as ad spending tops $1 trillion, according to recent data from GroupM, digital ads will take up 71.4% of that total, up from 53% just five years ago. Its gains are coming from traditional platforms like TV, radio, and newspapers as brands continue to move their marketing money online — with one major exception: outdoor or out-of-home (OOH) advertising. The money earmarked to plaster ads on billboards, benches, and bus shelters has kept going up and its share of the ad-spending market has remained notably steady, even as the relentless drumbeat of digital has siphoned off funds from other formats. Boosters think OOH market share could even do something insane: grow.

Billboards are bigger than ever

Billboards are bigger than ever

sherwood.news

Love this, Rani. Combatting the all digital narrative

Tanvi Vats

Research Assistant @ Horizon DER | User Research, UX Research, Design Research and Analytics

1w

I read about this a lot from Adam Singer - the OOH market share is likely to grow...

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