Out-of-Home Advertising

Courtesy of Spotify

Note from the editor

Unsurprisingly, brand spending on out-of-home (OOH) advertising dropped in 2020 as consumers were mostly housebound during the pandemic. But this may have been more of a pause than a permanent shift, with a 23% rebound forecast for the channel in 2021 as consumers start to venture outside more consistently.

Prior to the pandemic, OOH was enjoying a renaissance with spending on the upswing as marketers sought fresh ways to break through with consumers tired of online ads. The OOH ecosystem was also benefiting from efforts to integrate digital technologies that appeal to efficiency-minded marketers by enhancing measurement and targeting capabilities.

But the momentum quickly evaporated once opportunities grew scarce for consumers to encounter billboards and digital signs during pandemic-related lockdowns. Now that COVID-19 vaccines are rolling out, several recent OOH campaigns indicate marketers are eager to test the waters again, while research suggests consumers are taking more notice of billboards and digital signs as they start to resume pre-pandemic activities like commuting to work.

In this report, Marketing Dive takes a look at:

  • How OOH ads could take on more potency as consumers start to head outside
  • How brands like Dole, Hulu and Brooklinen are leveraging the channel to build awareness
  • Where OOH is likely to fit in as marketers adjust their media spending for a post-pandemic marketplace

With consumer behavior continuing to evolve, this content serves as a reference point as marketers consider where to allocate their media budgets and provides some actionable takeaways for a channel that has the potential to influence purchasing decisions.

Chantal Tode Lead Editor

Study: OOH takes on 'new potency' as consumers head outside, burn out on devices

• Published Feb. 11, 2021

Dole calls attention to food insecurity with OOH 'malnutrition labels'

• Published Feb. 4, 2021

Digital ads account for majority of media spending for first time, GroupM says

• Published Dec. 3, 2020

Hulu uses OOH holograms to bring 'Animaniacs' reboot to life

• Published Nov. 23, 2020

Brooklinen builds dollhouse scenes to cast holiday magic

The DTC bedding brand approached the uncertain holiday season with a dreamy campaign that included digital and static displays in New York.

• Published Nov. 20, 2020

Why digital OOH advertising is especially effective right now

Brands have an opportune moment to reach consumers as they reemerge from lockdowns.

• Published July 2, 2020

Uber plans expansion of OOH ad network to LA, Boston, Chicago

• Published Oct. 16, 2020

Why marketers are reinvesting in out-of-home advertising

There is a 23% rebound forecast for out-of-home advertising in 2021 as consumers start to venture outside more consistently. Explore what marketers need to consider when deciding where to allocate their media budgets and actionable takeaways for a channel that has the potential to influence purchasing decisions beyond 2021.

included in this trendline
  • Why digital OOH advertising is crucial right now
  • How brands like Uber, Dole, and Hulu are leveraging this channel to build awareness
  • What marketers need to consider for a post-pandemic marketplace
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.