Outdoor Building Growth on Research

Annie Rickard

Outdoor is the oldest broadcast medium. So why is outdoor so hot? Consolidation among outdoor contractors has created a forum and impetus to manage change and drive the medium forward.

Outdoor Building Growth on Research

Annie Rickard

Outdoor is the oldest of the broadcast media. Excavations in Pompeii have found that the merchants of the ancient city displayed mosaic banners to advertise their business function. While this principle carries on today, the range of outdoor opportunities available to communicate with the consumer is displaying exponential growth. Given the age of the outdoor medium, its effectiveness is undisputed. However, the growth of outdoor's share of advertising revenue from 5% to 8% over the past five years shows that outdoor's relevance as a communication medium has never been greater.

The hot medium...

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