Seeing the big picture for out-of-home advertising

Michael J. McDermott

Looks into how and why OOH advertising has remained one of the last marketing vehicles to reach the masses.

While traditional advertising channels such as TV, radio, and print are fighting an uphill battle against digital media, out-of-home (OOH) advertising has been growing steadily for years. In fact, the format recorded 35 consecutive quarters of growth through 2018, according to the Out of Home Advertising Association of America (OAAA), including a 7.2 percent jump in the final quarter last year, its best performance in more than a decade.

What's behind OOH's ability to buck the prevailing trend for all things new media? A major factor is digital technology — just the thing that's bedeviling the rest...

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