With the exception of cinema, the out-of-home (OOH) sector was the hardest hit by the pandemic downturn. In the last quarter, the Advertising Association and Warc expenditure report showed spend fell 70% and Nielsen pegged it at 85%. Here, The Drum asks OOH bosses about their long road to recovery.
Billboards, or what specialists call OOH and DOOH (digital) ad inventory, relies on one-to-many impressions in high footfall areas. And in lockdown, that proved problematic. Lucrative city sites were ghost towns and marketing instead focused on personal and at-home devices where the public was spending more time.
Shelleen Shum, the Read full story ›
Source: The Drum
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