A Look back at 2021 OOH Growth Trajectory

Published: November 21, 2021

As 2021 comes to an end, and we get ready to commence into the new year, let’s take the opportunity to reflect on out-of-home (OOH) advertising success, Digital OOH expansion, and programmatic technology advancements the industry has seen this past year. 

According to OAAA, OOH advertising revenue increased 38% YoY in Q2 of 2021, and the top ten industry categories, which accounted for almost 85% of total OOH spend, increased by double digits YoY. Plus, DOOH spiked to a nearly 80% YoY increase, driving the charge in the outdoor advertising restoration.  

The top three OOH media owners, Lamar Advertising, Outfront Media, and Clear Channel Outdoor, reported significant revenue growth YoY in Q3 ranging from 23% to 42% increase. 

William Eccleshare, CEO of Clear Channel Outdoor, stated, "Advertisers are returning to launch new campaigns and rebuild brand awareness. This rebound, together with new advertisers discovering our medium for the first time, is driving growth in many of our markets ahead of 2019 revenue levels, in both our digital and traditional assets.” 

The adaptability, revitalization, and resurgence of OOH are due primarily to the transformation of programmatic. While we were indoors, the DOOH landscape adapted to meet advertiser and consumer demand, becoming more flexible, measurable, and personalized. In Q3 alone, the top 3 media owners noted above added a total of 186 new digital screens to their networks. Now, as people emerge from lockdown eager to spend time out of their homes and away from their screens, dynamic outdoor screens are becoming more visible than ever, with almost half of US adults noticing OOH advertising. 

“We are surpassing 2019 across virtually every metric,” said Sean Riley, CEO of Lamar Advertising.

So why is digital out-of-home at the forefront of brands’ and consumers’ minds? 

Advertisers are noticing the acceleration in technological innovation, increased spending in IoT, and the growing number of OOH moving to digital, which will all inevitably propel DOOH market growth. 

Greater programmatic integration leads to unimaginable DOOH ads, which will enrich consumers' lives. Recent developments like deep-screen ads, which warps imagery to create the illusion of 3D depth on flat surfaces, are turning bustling city-wide streets into the perfect outdoor canvas. Vodafone launched an immersive deep-screen campaign above Piccadilly Lights to bring the Lions' fans together for the first match of the 2021 Tour of South Africa. The DOOH campaign featured twenty-five-foot avatars who appeared to jump out of the building, boasting proudly in front of the Vodafone Lions flag. The future of DOOH is connecting consumers to larger-than-life, interactive ads where advertisers can optimize and measure to prove the effectiveness of their campaigns.  

DOOH’s ability to deliver high-impact and relevant campaigns with measurable reporting is a win-win for advertisers and consumers. And it has never been this easy for advertisers to create and launch dynamic campaigns. Demand-side platforms such as Adomni allow advertisers to plan and launch a campaign in minutes. Simply sign up, filter down screens by location, set your budget and schedule, specify audience demographics, share your media plan, and upload content on one easy-to-use, seamless platform. 

Programmatic DOOH proves to be an ideal marketing platform, driving consumer attention and generating measurable outcomes on larger-than-life screens even after the mandated lockdowns forced people inside their homes. In addition, Magna released an advertising forecast predicting that by the end of 2021, OOH will rise 16%, which makes it the second-fastest-growing channel behind digital media. And, advances in technology and data will only improve the medium over time. As more brands are turning to DOOH to reach target audiences at the right time with relevant messaging, we are bound to continue to see revenue and market share growth each quarter. So, what are you waiting for? If you're ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com

Written By: Julia Cramer

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