Investment in digital outdoor advertising grows in brands' budgets
He 13% of the budget prepared by important companies is already allocated to outdoor advertising, according to the latest Global Ad Trends report: ‘OOH in focus’ directed by Warc, collected by the Impactmedia specialist.
The report of Warc, international authority on advertising and media effectiveness, points out that outdoor advertising (OOH) currently represents the 7,9% of this market segment worldwide, and maintains stable and upward growth.
As far as investment is concerned, The largest investors are government and non-profit organizations, with a 26% of the total; alcoholic beverage brands, with the 16%, and retail, with the 14%.
One of the most relevant aspects of this report that is echoed Impactmedia, specialist in digital advertising and special actions in shopping centers (more data in Digital AV) is the significant growth of the digital outdoor advertising market (DooH), that represented the 34,8% of global advertising spending in 2017, which will also increase 45%, approximately, in the next three years, according to the report's forecasts.
The data that corroborates this is that in economically powerful markets, The digital signage segment currently reaches a significant percentage of investment, that the report specifies in the 46,5% in the British market; in it 45% in the Australian and in a 22,4% in the North American.
As the report details, The success of digital signage within the outdoor advertising sector is the reaction by companies to the digitalization process and the change in consumer trends and customs..
"At the moment, Big brands are aware that traditional advertising no longer works as it used to., and that interactivity with the consumer is a basic element. If there is something that characterizes digital signage, it is the pursuit of advertising effectiveness., that is to say, get the right message to the right people and thus achieve better results, and possibly that is why large companies trust part of their budget to this type of media”.
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