The demand for outdoor advertising as part of the media mix has seen a level of stagnation, possibly even a regression, over the past few years in the region. Primarily due to shrinking budgets and the rise of digital as a seemingly cost-effective avenue for most brands to get a message across.
But that does not mean outdoor advertising is dying. Far from it. To start with, OOH still commands a lion’s share of attention and provides a canvas unlike any other media for marketers to play with. OOH campaigns can’t be ignored, if activated properly, compared with TV, radio, or mobile, which can be turned off, or digital, where the consumer can change channel.
But it is absolutely not a quest
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