OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
Growth in Global prDOOH Spend
27% of DOOH campaigns globally over the last 18 months have included a programmatic component, according to a survey of 1,200 advertisers by VIOOH. For the first time, half of all DOOH campaigns run so far this year were purchased partly or fully programmatically.
Swift-Inspired Billboards for Harris Pop Up
Kamala Harris’ campaign appears to be making the most of Taylor Swift’s endorsement, as the Democratic National Committee unveiled new Swift-inspired billboards in New York and Nevada.
Make Outdoor Ads More Banksy, Less Bland
Outdoor advertising could be a national treasure on the high street if it took more inspiration from street art, argues Posterscope’s Alex Marks. As an industry, we need to do better. More emotion, storytelling, comedy, implicit communication, cultural references, and less flatness. OOH’s diverse array of formats and technology, from 7dDynamic DOOH to special builds and pop-up brand activations to anamorphic 3D installations, enables brands to do almost anything they can dream of. If we want commercial gain, we need to entertain.
Election, Transit, and Digital Fuel OOH Growth
OOH is resilient compared with other traditional media channels. This year, US OOH ad spend will grow 5.2%, fueled by three factors: political spend, transit, and digital growth. Currently, only 15% of OOH inventory is digital, yet it will still account for more than a third (34.8%) of total OOH ad spend in the US this year. US House and Senate race OOH ad spend in the first half of 2024 quadrupled from 2020. And more people are traveling, contributing to a pretty strong growth in transit-based OOH.
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