James Bicknell, CEO, BackLite Media
Has the pandemic fundamentally changed OOH?
When the pandemic started, OOH advertising took a significant hit, and revenue levels dropped by more than 70 per cent due to government lockdowns and restrictions.
The pandemic created uncertainty worldwide. Marketing budgets are fragile and connected to matters such as sales, company performance and profit-and-loss sheets. Everyone decided to delay advertising campaigns to monitor how long these restrictions would last and what the permanent effects would be.
The uncertainty affected how OOH is booked and perceived. Rather than being reserved
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