Out-of-home but not out-of-place

Marketers are returning to the great outdoors. Frustrated by the declining ability of television to deliver mass reach that is cost-effective, advertisers are putting renewed emphasis on reaching people when they’re away from home.

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...

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