Join us to learn our outlook for digital advertising, including connected TV, retail media, search, social video, audio, out-of-home, addressable TV, and programmatic

US spending decreased significantly across out-of-home (OOH) ad formats from Q1 2020 to Q1 2021, but not all categories were affected equally.

McDonald’s, Apple led in spending among US out-of-home advertisers in 2020

In 2020, out-of-home (OOH) advertising was acutely affected by the pandemic. Advertising dollars are coming back to OOH this year, but they’re unevenly distributed among outdoor ad formats. The outdoor industry is also undergoing a technological change that will alter the way advertisers plan and buy OOH. How much money will be spent on OOH advertising?

Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe. Consumers and advertisers are both keen to get back outside, circumstances permitting—and the options for innovative, joined-up OOH campaigns are improving all the time. Pandemic lockdowns effectively killed OOH advertising in 2020.

In China, out-of-home (OOH) was among the hardest-hit ad formats last year. Though spending on outdoor ads will start returning to normal this year, where and how brands deploy them may be anything but ordinary in a post-pandemic China.

On today's episode, we discuss what brand new forecasts the forecasting team cooked up in Q2, including social media buyers and buy now, pay later service users. We then talk about the 2021 NBA finals ratings, a landmark ruling that lets brands work with NCAA athletes, and why OOH ad prices are on the rise. Tune in to the discussion with eMarketer forecasting analyst Nazmul Islam and director of forecasting at Insider Intelligence Oscar Orozco.

With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.