The numbers don’t lie: The rise and rise of OOH
John O’Neill, chief executive officer at QMS, explains why out of home (OOH) advertising is growing to become a primary medium in campaign delivery.
The March 2023 ad spending numbers published recently by SMI are a sharp reminder that the media universe is changing. In this changing world, out of home (OOH) has greater and growing prominence, as demonstrated by the 13.8% growth the OOH sector posted for Q1 2023 in a total ad market that declined 5.1%.
Old media players, new players and redefined media players all have appealing propositions and all of them are evolving, often at a rapid pace. As a result, advertisers need to reimagine the way they think about media channel choices and the expectations about what they can deliver. At the same time, the industry’s view on revenue shares by sector needs to adapt to this new media landscape as well. No algorithm is necessary: just a look straight at the numbers and simple cause and effect.
