Among traditional media, out-of-home (OOH) is the only channel growing while TV, radio, newspapers, magazines and directories are all contracting. And digital OOH, especially programmatic, is growing much more rapidly. The combined sector this year will exceed $8 billion in ad spending, according to the Outdoor Advertising Association of America.
In many ways, OOH is the perfect hybrid medium for this fraught media moment. It combines the high-impact creative associated with TV, with the advanced audience targeting and attribution capabilities of digital marketing. The latter have come about through a partnership with mobile devices and location data.
