OOH in 2021
Published: January 22, 2021
With January almost behind us, 2021 is off to an “ok” start. We’re all hoping for better days this year for our personal and business lives, and rightfully so. Let’s take a look at industry publications and researchers to see what 2021 has in store for out of home advertising.
One thing all the research and publications agree on is that out of home market share and ad spend will grow in 2021.
A recent article by Mediapost cited GroupM forecasting that OOH will see a 23% growth in 2021, while eMarketer predicted OOH ad spend will rise by 19.2%.
Statista projects a 200% + increase in digital out of home market spend from 2016 to 2027. It has had steady growth since its inception in the early 2000s. Advertisers have clearly taken notice of its size and dynamic capabilities. Digital and video media buyers are starting to crossover their budgets into DOOH and programmatic buying will continue to grow in popularity being embraced by more traditional advertisers and agencies.
Geopath President, Kym Frank, predicts a solid year for out of home ad growth: “The emergence of outcome-based planning and buying that we saw take root over the past two years will flourish in 2021, especially as more granular data becomes available across all platforms. Consumers who were previously restricting their mobility will emerge from their homes - hungry for experiences and interactions. Marketers will look to leverage this increased out of home activity so that they can make up sales ground lost in 2020. That will mean an emphasis on using dollars efficiently by engaging with consumers where they can best convert them to purchase. It’s a convergence of events that we feel will lead to a solid year for OOH ad growth.”
Technology has been at the forefront of DOOH since the early 2000s and will continue to push to new levels in 2021. With 5G internet becoming available in more areas, data between devices can be sent and received faster than ever. This means more opportunities for digital out of home advertisers. Real-time audience-based ad placements, augmented reality, and voice-activated ads are all newer DOOH technologies we are bound to see more of in 2021.
With the COVID vaccine being administered by the millions, will we see an even greater out of home ad spend increase in 2021? While only ~5% of the U.S. population has been vaccinated, we are on the right path forward. People continue to leave their homes for work, errands, and essential needs, creating an opportunity for out of home advertising all around them.
If you’re ready to plan and launch your DOOH campaign, our team of DOOH experts is ready to help at no charge to you! Contact us at concierge@adomni.com.
Written By: Shane Hutton
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