Global Ad Trends: The IRL ad economy

This report summarises the latest research from WARC's Data platform, with a focus on the IRL ad economy, advertising which consumers must leave their home to experience. Key findings include:
  • Global spend on OOH and cinema will reach $44.4bn in 2022, 1.6% short of total investment in 2019, but is forecast to hit new heights in 2023.
  • OOH media owners are beginning to claw back some of the ad investment lost during the pandemic, with a 16.5% year-on-year increase forecast for Q1 2022.
  • Only Australia (+1.5%) and the US (+0.9%) can expect OOH ad spend in 2022 to match or better ad revenues from 2019, and the investment slump is most pronounced in India and Brazil.
  • Annual global ad spend on cinema will reach $3.4bn in 2022, some way short...

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