Dimitri Metaxas is the co-founder and CEO of IQdata
Like every other medium, outdoor advertising needs an audience to thrive but, unlike other media, it lost nearly 80 per cent of its traffic to Covid-19 restrictions. The fact is while movement across major regional cities has largely rebounded, the near-term regional out-of-home (OOH) industry prospects remain tense. Some companies have closed down while others scramble to manage cashflows, sometimes fighting bruising price wars. The contrast between the situations of the outdoor media industry and its digital media peers couldn’t be starker.
While digital continues its inexorable growth, the region’s outdoor media is still looking for its
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