President & CEO, OAAA | Driving Innovation in OOH Advertising | Out of Home Tech Advocate & Integration Expert | Board Member & Industry Leader
OOH advertising has bounced back strongly from the pandemic, reaching a new peak in 2023. It’s expected to maintain steady growth of 3-5% annually until 2028. Meanwhile, TV advertising will see a slight 0.7% increase this year but is projected to plummet by 13.3% in 2025. Billboards remain the top choice for advertisers, gobbling up 72.5% of OOH ad spend in 2023, while transit ads have seen a robust 18.8% year-over-year increase in early 2024 as public transport ridership rebounds. #OOH #Billboards #AdSpend
Jeffrey Hirsch
1mo
I believe that as Commerce Media continues on its growth journey, DOOH will become a key component. The idea of being able to reach the consumer throughout their entire online and offline journey is compelling. Influencing the consumer as they travel to and into the store, and throughout the shopping experience will be very valuable, as long as it focuses on providing value to the consumer.
Tim Rowe
1mo
Are there concerns about the 20% net drop in share of wallet for OOH? Won’t that impact the way the growth of dollars is distributed?
Lana McGilvray
1mo
💡 💡 💡 💡 Thanks for sharing Anna Bager. In addition to the growth projections, as the industry closes the attribution gaps, the value will be even more apparent for buyers based on the metrics we hold true to, at times, for lack of better alternatives. Grateful for your leadership and the work the OAAA is doing to drive progress, great experiences and growth for all allstakeholders.
Alex Belov
1mo
That's intriguing, Anna. It's interesting to see how OOH is adapting to changes. How do you see web development fitting into this landscape?
SVP Partnerships & Business Development - Centillion.AI
1moAnna this is not good news with ad dollars flowing to DOOH or OOH slipping from $1 in $40 ad spend to $1 in $50 ad spend in 4 years Time to start being realistic and have a joint task force between OAAA and DPAA to address this and work together to overcome the lack of growth as 30% more screens went live in 2023 and ad spend went up only 4.4% in OOH The math doesn’t work!