Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Why Do Advertisers Still Find OOH Exciting?

Outdoor advertising is changing with the times

Out-of-home (OOH) advertising is weathering the digital storm better than several other legacy ad mediums.

Research firms have differing views on how quickly OOH is growing. According to Zenith, between 2018 and 2021, TV will contribute more to the overall growth in global ad spend than OOH

According to Magna, global OOH spend grew 4.6% in 2018. Magna states that OOH was the only traditional ad medium to show growth last year.

eMarketer expects OOH advertising spend will grow faster than most other traditional ad mediums this year. We forecast that the UK OOH market will grow 1.2% in 2019.

Although the phrase “outdoor advertising” brings to mind images of static billboards, OOH is evolving. Outdoor advertising firms like Outfront Media are eager to embrace 5G technology so they can deliver billboard ads more dynamically. And advertisers are starting to embrace programmatic for OOH advertising.

"It comes down to measurability and accountability, because OOH is not necessarily traditional billboards anymore," said Tim Ringel, global CEO of ad agency Reprise Digital, who spoke to eMarketer for our upcoming “UK Digital Out of Home Advertising” report. "OOH [data] drills down to zip codes, even to blocks. That's the kind of targeting and measurability clients really like, especially in proximity to stores."

According to Warc, digital OOH is expected to grow 10% per year between 2018 and 2021. And the digital share of total OOH spend reached 37% in 2018.

Another advertising advantage that OOH has is that well-placed outdoor ads can be hard for people to ignore, according to Ringel.

"Sadly, some of the mainstream traditional media has become very secondary in terms of how we consume it," he said. "We don't consume it consciously anymore because the moment a TV ad comes on, we are on our phone. It's different with many OOH formats where, if you're really creative, you can't really escape that bus stop. You can't really escape that subway station. You know what I mean?"

eMarketer PRO subscribers can read the full UK Digital Out of Home Advertising 2019 report when it comes out later this month.

Not sure if your company subscribes? You can find out here.