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

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

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.

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?

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.

On today's episode, we discuss what an out-of-home (OOH) advertising comeback will look like and which areas are driving growth. We also examine how OOH movie theater advertising could recover, the significance of March Madness's return, when people will want to attend sporting events again, and replacing "primetime" with something more personal. Tune in to the discussion with eMarketer forecasting analyst Nazmul Islam and senior analyst at Insider Intelligence Ross Benes.

On today's episode, we discuss Amazon's Q1 advertising performance, where its ad dollars are coming from, the retail media competitors to watch out for, and whether a fourth digital ad giant will emerge. We then talk about why TV networks aren’t prioritizing programmatic as they move into the world of streaming, Verizon's new digital out-of-home ads, and why Netflix might be preparing to venture into the video game universe. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

TV and OOH were the only bright spots for a traditional media market in long-term decline, and they’re looking considerably dimmer due to the pandemic. Digital advertising, meanwhile, kept on rising last year, by 14.9%, and will accelerate to 25.5% growth this year.