"But we're seeing agencies and brands diversify their spend in new ways this year as they look outside digital channels that are pretty busy in the midst of election season," Bartanian said. For instance, Kevani is seeing an influx of fashion campaigns coming to its OOH displays. "It makes sense because CPMs are extremely expensive during this season, and consumers themselves are also out of home visiting family, traveling for the holidays, shopping and suffering from digital fatigue."
Despite OOH being a less noisy channel at this time, some brands are still hesitant to spend their limited ad dollars due to the difficulty of measuring sales conversion. Marketers and agencies, however, say brand marketing is becoming an all-important part of the holiday strategy, with OOH being a popular channel for raising awareness.
Per the Out of Home Advertising Association of America, during the first half of 2024, U.S. House and Senate OOH spending quadrupled from 2020 and is up 70% from 2022. Yet given the analog nature of out-of-home compared to social and TV ads, some feel that OOH is harder for people to avoid or tune out.
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