Global advertising spend is facing strong pressure, especially with the decline in the value of traditional media (TV, radio and press), with mobile and internet now taking the lion’s share. But the market share of out-of-home (OOH) has actually increased from 8 per cent to 10 per cent of traditional media ad spend, according to a report from Magna and Rapport. Investment in digital out-of-home (DOOH) inventory is the main driver behind OOH growth and attractiveness (see chart, right). PWC predicts that DOOH advertising revenues will overtake traditional spend in 2020, growing at a rate of 15 per cent a year for the next four years. In fact, in the UK, DOOH ad spend has alrea
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