EARLY LEARNINGS FROM CHICAGO
Ian GarlandNielsen Outdoor, United States
Wendy MalleyNielsen Outdoor, United States
BACKGROUND
While out-of-home advertising, as a proportion of total advertising, varies significantly between countries (from 3.4% in the United States to 19.9% in Russia during 2002), its share of spend has remained reasonably constant in each market over the last five years (Zenith, 2003). Despite the fact that the industry's ad spend has grown about $2 billion over the last few years, its global market share has remained relatively static at about 5%. (See Figures 1, 2)
Yet, there is...