Resurgence of OOH Advertising in a Post-Pandemic World
The Project X Newsletter: Volume XLIV
Autumn is finally here, and with a new season, comes new goals. Goals to help the environment, goals to help the community, or even goals to help a stranger in need. According to Today.com, a man suffering from depression in Idaho, Gage Tappe, decided to sign up for the national bone marrow donor program to help out someone in need of a Transplant. A few months later, he found out he was a match for a woman living in Seattle,Tia Jensen fighting leukemia.
Tappe says: “ It’s how I was raised. Help people when they need help. If you can help in a big way or a small way, doesn't matter. Do what you can, and that’s it.”
Well folks, he said it. Whether it be treating a stranger to coffee, or a bone marrow transplant, let’s think about what we can do to help others this season. You never know what can make a difference.
Out-of-Home Update: OOH Advertising Growth
After suffering the worst year in history in 2020 (based on % decline - mostly due to the global COVID-19 pandemic), out-of-home is back on its proverbial feet, and dusting off its shoulders nicely. Coming out of a 13.3% drop in global OOH ad revenue from 2019, it was a tough 13 months, specifically from March 2020 - April 2021. Since then, the market has been booming as the slight return to normalcy, coupled with the warmer summer months has pushed consumers outside, engaging with media like we’ve never seen before. As we’ve previously mentioned, it hasn’t been a consistent recovery across individual OOH environments/formats; transit & airport environments have lagged behind in their revenue rebound, mainly due to the change in consumer mobility patters (commuting, etc.), however large format & roadside signage are exceeding expected occupancy levels.
What this all amounts to is according to a recent communication from PQ Media, their latest report forecasts that global OOH spending will increase by at least 9% this year, and could see a CAGR of 7.3% through 2022. This is tremendous news for a media channel that was experiencing a decade-long expansion and building further momentum heading into 2020. As we push through the remainder of the year and begin to look at 2022 and beyond most expect to see double-digit growth fueled by the continued proliferation of digital OOH, programmatic buying, and mobile/social integrations.
We’ve already seen this materialize here at PJX as we work through client briefs for Q4 2022 activations, and strategy, planning, and implementation for early 2022 campaigns. While COVID has certainly shortened timelines from RFP to contract/post date, we can feel the momentum continue to build and are incredibly excited for the next 12-months and beyond.
If you’d like to learn more about growth in the out-of-home advertising channel, or need help activating your next OOH campaign , reach out to our team of experts at hello@pjxmedia.com.
Out-of-Home Spotlight: Interactive Digital Displays
Interactive digital displays can be utilized by brands through a variety of media formats and software options to engage with consumers. Users can interact through touch interface, gesture recognition, integrated cameras and more.
Campaign Freeze Frame
Walk the High Line and spot the big and bold Illy Campaign
Stroll through the Lower East Side to find Wild Postings of the Illy Campaign
Illy Campaign Hudson Yards
News & Views
Ad of the Day: Lil Nas X offers financial compensation to haters in Montero billboards (Via The Drum) Lil Nas X has always been big on using “unconventional tactics” in order to promote his music. With a mix of social media tactics and traditional OOH advertising, Lil Nas X has offered financial compensation to all of his haters to promote the debut of his “montero” album that dropped Friday, September 17th.
Clear Channel OOH celebrates Hispanic Heritage Month (Via Digital Signage Today) Clear Channel Outdoor is using digital displays to celebrate hispanic heritage month. The OOH company uses both English and Spanish to spread awareness on the positive influence Hispanic Heritage has on American Culture.
Bake or break: how Channel 4 transformed buildings and people into cake for GBBO - (Via The Drum) Channel 4 promotes the TV show “The Great British Bake Off” by turning buildings into cakes. Could this get the show more viewers? Or was the stunt a “recipe for disaster?”
