Understanding Out of Home Audiences

Andrew Green
Ipsos MediaCT


Go to: EXECUTIVE SUMMARY

Go to: ESSENTIALS

Go to: WHERE TO START?

Go to: FUTURE DEVELOPMENT

Go to: CONCLUSION

Go to: REFERENCES & FURTHER READING


EXECUTIVE SUMMARY

Measurement and understanding of Out of Home audiences has improved markedly in recent years, helping the medium in its battle for marketing dollars.

More than US$38 billion will be spent on Out of Home advertising worldwide in 2015, according to ZenithOptimedia (April 2014) – around 7% of major media adspend globally. Digital Out of Home advertising expenditure, according to PQ Media1 is estimated to account for around a quarter of this total, with the US and China leading the world.