Billboard Advertising Poised for a Breakout Year in 2023
Matt Schutzman
Senior Director, New Business
matt@pjxmedia.com
December 15, 2022
“No other medium connects IRL experiences to digital actions like OOH. We are unskippable, brand-safe, and, I’d argue, the last unfragmented broadcast medium.”
Imagine it’s 2019, you’re living your best life. Apple’s user-submitted photo campaign is plastered on every wall, bus shelter, and billboard. Out of Home advertising is a thriving medium for tech brands and start-ups, each competing to have the best tongue-in-cheek creative shared across social media platforms. Well, my friends, while our medium left the spotlight for a bit, we are back in full force as the fastest-growing media channel, poised for a record year in 2023.
OOH rebounded dramatically in 2022 and is projected to grow 6.7% in 2023. It’s time to be proud as an industry! No other medium connects IRL experiences to digital actions like OOH. We are unskippable, brand-safe, and, I’d argue, the last un-fragmented broadcast medium. Technologies continue to improve, allowing us to reach the right audiences at the right time and measure the response from OOH exposure. Our timing couldn’t be better, as marketers must fully embrace the cookie-less world in 2023. This new hurdle will continue the rise of CPMs across digital channels while Out of Home advertising CPMs remain low.
Even with economic uncertainty ahead, we can be confident that the brands that choose billboard advertising will gain market share over their competitors who remain silent.
As a Director of New Business for the Project X team, I couldn’t be more excited about the future of our billboard industry and the value we bring our brand and agency partners.
If you're looking to explore OOH in 2023, I'd love to schedule some time now or after the holidays to discuss your marketing plans and how Project X can be a valuable partner to help you execute measurable and impactful OOH campaigns. Please reach out to me at matt@pjxmedia.com. Cheers!
