OOH advertising poised to overtake print spend – experts
By Joseph Ekeng
In a rapidly evolving advertising landscape, experts are predicting that out-of-home (OOH) advertising is set to surpass print spend and become the third most popular format. As print ad spending continues its decline, other media channels such as OOH, cinema, and audio are showing incremental year-on-year increases.
According to a recent report by Dentsu, if the current pattern of spending continues, OOH is projected to overtake print spend and secure its place as the third most favored advertising format by 2026. This forecast is based on long-term extrapolations that indicate a rise in OOH spending by 3.8%, cinema by 2.1%, and audio by 0.8%, while print ad spending declines by 4.8%.
However, GroupM, a leading media investment company, says the change could take place as early as next year. The firm predicts that outdoor advertising could surpass combined spending on newspapers and magazines by 2024.
Brian Wieser, global president of business intelligence at GroupM, attributes the resilience of outdoor advertising to its unique characteristics for advertisers. He notes that the medium has continued to evolve, adapting to the changing demands of the industry.
Outdoor advertising, with its rich historical roots, has proven to be a steadfast marketing channel throughout the ages. Its origins can be traced back to ancient Egypt, where shop signs played a pivotal role, and Roman paving stones featured directions for brothels.
William Eccleshare, chief executive of Clear Channel, one of the prominent outdoor media owners, describes OOH advertising as the “last true mass-reach medium” in a world where television audiences are increasingly fragmented. This distinction has contributed to its enduring popularity among advertisers seeking broad and impactful messaging.
As the advertising landscape continues to transform, industry experts and data trends indicate that out-of-home advertising is poised for significant growth, surpassing print spend and solidifying its position as one of the most influential and effective formats available to marketers.
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