Out-Of-Home But Not Out-Of-Place

Dede Fitch

Outdoor advertising is getting a great deal of attention from marketers these days. While accounting for only a small proportion of overall ad spending, outdoor advertising, also known as “out-of-home,” is gaining share rapidly in both established and developing economies. Only online advertising is growing faster.

Advertisers have good reason for revisiting out-of-home communication. The combined effects of a number of trends have made consumers more mobile. Urbanization is increasing around the globe, and commutes between home and workplace are longer than ever, in terms of both time and distance. With TV audiences now fragmented across dozens of channels, television is not the preeminent reach vehicle it once was. Therefore, marketers who need to reach large numbers of people efficiently are reconsidering out-of-home opportunities.