Sight Lines
Plotting recovery in the OOH market
Digital media will drive recovery in the Out of Home market from 2021, according to the PwC Global Entertainment & Media Outlook 2020-24. We present edited highlights.
The global out-of-home (OOH) market is resilient and will bounce back from the impact of the COVID-19 pandemic in 2021. That’s according to the newly published PwC Global Entertainment & Media Outlook 2020-24. The full report provides a five-year projection of consumer and advertising spending across 53 territories and 14 segments, including OOH.
The report notes that global entertainment and media revenue is set to fall nearly -6% this year, or more than US$120 billion on 2019, after a solid +4.7% year-on-year growth in 2019. Advertising will be the slowest segment to recover and is not expected to exceed 2019 figures until 2022.
Digital OOH will however drive “profound change” in the wider OOH business, and shape the industry’s recovery, says PwC.
Commenting on the big picture influences on the business, the report says, “As consumers exercise more control than ever over personal media preferences, advertisers continue to gravitate to OOH, which cannot be blocked or skipped. However, the growth of home working and online shopping, with consumers spending more time indoors in the wake of COVID-19, could erode the importance of OOH.
“DOOH technologies will play a central role in quantifying advertisers’ return on investment, leveraging tools such as display-mounted cameras and AI analysis to determine audience composition and more precisely target OOH ads.”
It adds: “OOH remains largely immune to changing consumer behaviour, resulting in a market that continues to be remarkably stable, with 49 of 53 global markets showing growth in 2019. That pattern is expected to hold over the forecast period, with 50 of 53 expected to register growth, including every market outside the Middle East North Africa (MENA) region.”
Digital share of year-on-year growth in total OOH revenue 2021-2024
Source: Global Entertainment & Media Outlook 2020-2024. PWC. Omdia
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The Moodie Davitt eZine Issue 287 | 30 November 2020
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