The Economist is really upbeat about the Out-of-Home (OOH) advertising industry.
Its recent article sees the future of out-of-home advertising as rosy, and digital. As the second fastest growing media behind digital media, the Out-of-Home advertising growth is driven by spending on digital billboards and posters. But as quoted by Jean-Charles Decaux, the boss of France’s JCDecaux, though there is a real significant switch to digital, these will mainly be “inside airports, railway stations, shopping malls and other controlled environments. Ads in bus shelters and other outdoor spots at risk of vandalism will take a lot longer to move away from paper”
The analysis is simple and the overall article is very US and UK centric. Furthermore it only acknowleges the standard formats of the Out-of-Home (OOH) advertising industry. While informative, my head is spinning with more questions – What about of Spectaculars and other non-standard formats? What about countries that are less urbanised and less connected? Where are the real growth contributors within the Out-of-Home (OOH) advertising industry?