Out of home (OOH) advertising “has the ability to really drive clever copy home that other media can’t always do as well.”
This well-spoken premise – offered by the chief marketing officer of Spotify – supports my bullish predictions for the New Year.
In 2017, OOH will outperform growth in overall advertising and the GDP (gross domestic product) because:
- Advertisers covet audiences outside the home
- OOH is renowned for its ability to build brands
- OOH connects the physical world to the digital world, amplifying other media
- OOH media owners are investing in the future and leading from the front
- Automation makes OOH easier to plan and buy, Geopath improves measurement
- Government will be more of a partner and less an impediment
“Ultimately,” says media analyst Omar Akhtar, “you have...
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