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 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.

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

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.

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.

“This is the most difficult year to predict what lies ahead, especially as we’ve had cities and provinces go back to heavy restrictions in the second wave,” said Roseanne Caron, who recently retired from her position as president of the Canadian Out of Home Marketing and Measurement Bureau (COMMB).

Waze is a big player in the out-of-home (OOH) space. What’s the strategy there given that people are spending more time at home? There was a notion in a couple markets to make people aware that we’re here to help them get through the new world and that we really understand new patterns as they’re exploring.

Some traditional formats—out-of-home (OOH), for example—will see a bounce back as pandemic restrictions ease, but none will see a return to pre-pandemic levels of spend anytime soon. Digital spending, meanwhile, was fueled in large part by video advertising.

TV and out-of-home (OOH) ad spending will increase this year after sharp declines in 2020—but neither medium will reach its previous peak again. Other traditional media, including print, radio, and directories, will continue their yearslong declines. WHAT’S IN THIS REPORT?