The news: Out of home advertising is seeing a rebound in the US, with assistance from an unlikely source: social media.
Who's investing in OOH: US brand Listerine, looking to get more people to see the health benefits of using mouthwash, is devoting more ad spending to formats that include out-of-home (OOH) advertising, per Digiday.
The mouthwash maker, a unit of Johnson & Johnson, is one of a number of brands increasing use of out-of-home ads as the pandemic ends. Our research finds that the out-of-home category is rebounding, with spending on these ads expected to rise to $7.93 billion this year. While that’s up 12% from 2021, it trails the pre-pandemic level of $8.65 billion in 2019. Total OOH ad spending isn’t projected to top 2019 levels until 2026.
Digital footprints: Though OOH is still primarily a traditional medium, with billboards accounting for about 75% of total category ad spending, digital formats such as in-office video screens and electronic displays are making inroads. By 2026, the share of overall OOH ad spend devoted to digital will come to 41.3%, up from one-third this year.
Media, finance make gains: Leading OOH ad spenders in this year’s first half included financial and media, both of which had a more than 50% increase from a year earlier.
Go further: For more information on the changes afoot in the out-of-home ad market, read our report: US Out-of-Home Ad Spending 2022.
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