How digital outdoor is threatening online media
SMI’s Jane Ractliffe considers how digital had a big part to play in last year’s outdoor advertising expenditure renaissance.
One of the most significant trends to emerge from SMI’s 2018 advertising expenditure figures has been the slowdown in growth of online media revenues while at the same time ad spend onto the outdoor media has soared.
The 2018 year was the first in the eleven year history of the SMI’s database that online media did not report double digit growth in advertising expenditure from media agencies, with its total instead increasing 5.8% (although that level of growth enabled digital to break through the $2bn mark for the first time). In contrast the outdoor media did deliver double digit growth in ad spend (a feat last achieved in 2014/15) with its total agency bookings climbing 11% from CY2017.
Photo by Gavin Allanwood on Unsplash
It’s not easy for consumers to ad-block a billboard. “Keep your eyes on the road and your hands on the wheel”.
I’d like to see a breakdown of digital ad spends over the last ten years, excluding Facebook/Instagram and Google/YouTube.
I’m sure all small/medium (and even some large) publishers would agree that the the correlation between advertising expenditure indexes and actual revenue has been quite disparate for some time.
I’m not sure how valuable SMI data is in measuring the growth of digital media as the trend towards clients buying their own digital in house continues to gather pace.
SMI doesn’t capture direct client spend.