Investment in digital outdoor advertising grows in brands' budgets

the 13% of the budget prepared by important companies is already allocated to outdoor advertising, according to the latest Global Ad Trends report: 'OOH in focus' by Warc, that collects the specialist Impactmedia.

The report of Warc, International authority on advertising and media effectiveness, points out that outdoor advertising (Ooh) currently supposes the 7,9% of this market segment worldwide, and maintains stable and upward growth.

As far as investment is concerned., The largest investors are government and non-profit organizations, with a 26% of the total; Brands of alcoholic beverages, with the 16%, and retail, with the 14%.

One of the most relevant aspects of this report that echoes Impactmedia, Specialist in digital advertising and special actions in shopping centers (more data in Digital AV) is the significant growth of the digital outdoor advertising market (DooH), which represented the 34,8% of global ad spend in 2017, which will also increase by 45%, approximately, in the next three years, According to the report's forecasts.

The data that corroborate it is that in economically powerful markets, The Digital Signage segment currently reaches a significant percentage of investment, that the report specifies in the 46,5% in the British market; in the 45% in the Australian and in a 22,4% in the North American.

As detailed in the report, The success of digital signage within the outdoor advertising sector is the reaction of companies to the process of digitization and the change of trends and habits of consumers.

"Currently, Big brands are aware that traditional advertising no longer works as it used to, and that interactivity with the consumer is a basic element. If there is something that characterizes digital signage is the pursuit of advertising effectiveness, I mean, Get the right message to the right people and get the best results, And possibly that is why large companies entrust part of their budget to this type of media".

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