Learn about out-of-home advertising's recovery, what people watch on TV, Peloton's new leasing program, rethinking the gig work model, a surprising turn of events for physical music, and more. Tune in to the discussion with our analysts Dave Frankland and Blake Droesch and director of reports editing Rahul Chadha.

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

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?

But radio and OOH were hit particularly hard by the pandemic due to dramatic declines in commuting and foot traffic across downtown cores and transit hubs. Digital spending in Canada will be almost double what it was five years ago. In 2017, digital expenditures amounted to C$6.77 billion ($5.40 billion).

In an interview with Insider Intelligence, Sean Cunningham, CEO and president of the VAB, called this period “an urgent pivot to non-Nielsen measurement and currency alternatives” driven by a need to “quantify every ad impression on every screen: linear TV, CTV, streaming, digital, mobile, VOD, out-of-home, and over-the-air.”.

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.

Meanwhile, growth in out-of-home (OOH) ad spending will reach double digits this year. As a result, TV will claim the second-largest share of total ad spending in 2022, at just under 25%. Newspapers, magazines, and radio will each account for less than 5% of spend. Digital will be the biggest winner—and account for over half of all ad spending in France for the first time.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.