Outdoor advertising market poised to eclipse newspapers
The Financial Times recently printed a report on the state of the OOH market which is predicted to overtake newspaper ad sales in 2020.
The article highlighted the continuous decline of print advertising and how $40.6bn will be spent on outdoor posters. Outdoor ads were described as the ‘last true mass-reach medium’ whilst being among the oldest forms of advertising.
The US and UK were mentioned to be have performed well with growth in Britain growing by 8% in 2019 due to ’embracing digital technology in big cities and airports, allowing more eye-catching adverts to be rotated within minutes or hours’.
Posterscope’s global president Stephen Whyte added that “all the new money is coming into the digital medium. The incentive to extend the paper estate is low, while the margins on digital are high.”