30% digital growth sustaining OOH market

August 7, 2017 | Share this article

A new study by Magna and IPG Mediabrands predicts a thriving DOOH ad environment over the coming years.

The share of global advertising spend going to out-of-home (OOH) advertising remains stable at 6 percent, according to a new report, and it is the only offline media category to show consistent growth. This is largely down to major investment in digital OOH (or DOOH), which is growing in every environment and has seen unit numbers jump 70,000 to 300,000 worldwide in two years, and revenue increase by 30 percent.

These are the headline findings in ‘Why Out Of Home Performs’, a joint study by Magna Intelligence and Rapport, IPG Mediabrand’s out-of-home agency, into OOH’s continued growth and impact. The report was based on findings from a survey carried out in 22 key markets including eight in Asia-Pacific: Australia, China, India, Japan, Malaysia, Philippines, Singapore and Thailand.

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