Tag: Out of Home
It may be an online world, but out-of-home (OOH) continues to shine.
At a recent ACA webinar, Lara Menzies, Head of Marketing at Canadian Out of Home Marketing and Measurement Bureau (COMMB), shared stats on the growth and effectiveness of OOH, as well as best practices for creating highly engaging OOH campaigns.
Global advertising revenues for OOH have grown 7.5% on average in each of the last nine years (2010-2018), reaching $56 billion in 2018, according to PQ Media. The Canadian OOH industry continues to see 5% growth year over year, reaching $745 million (measured and non-measured) in 2018. The estimated revenue for 2019 is $825 million.
“One reason out-of-home revenues continue to grow is because [out-of-home advertising] reaches consumers in their real world, where they are alert and attentive,” said Menzies. “Neurological research shows that when consumers are alert and attentive, they’re actually more likely to engage and respond to advertising.”Read More
As we become increasingly connected, our mobile devices become an essential tool throughout our path-to-purchase. Studies show marketers can utilize mobile and OOH to interact with active people on the path-to-purchase – turning airports, shopping malls, bus shelters and subway/LRT stations into points of sale. For example, a 2014 comScore study of mobile owners revealed […]Read More
Digital and emerging technologies are both a boon and a bane to the OOH industry. The same tech that allows for never-before-seen executions through digital OOH also contributes to consumers being in a perpetually-distracted state. But Michael Trautmann, co-founder and CEO of German agency Thjnk, believes OOH is well-positioned to adapt. In fact he visited […]Read More