Angeline Lodhia
Aug 28, 2019

What can online advertising companies learn from out-of-home?

The GM of Inskin Media argues against the received wisdom that OOH is for brand-building while digital is not. The problem, she asserts, is the industry selling itself short.

(Shutterstock)

As of 2019, Asia Pacific is the largest region for out-of-home advertising, with nearly $13 billion in sales in 2018, according to a report from Magna Intelligence and Rapport. It is also the region with the highest OOH share 7.8% on average vs 5.6% globally.

This growth is tied directly to the fact that OOH has primarily positioned itself as a clear-cut brand-building medium. Meanwhile, digital internet advertising repeatedly sells itself short to potential...

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