Research and Insights

Advantages of OOH

Out-of-home (OOH) advertising is one of the oldest forms of advertising. Today it stands at the stage of evolution owing to the proliferation of technology, changing consumption patterns and increasing incidence of the organized retail sector. A recent KPMG report has highlighted that OOH advertising has witnessed close to 11 per cent compounded annual growth rate (CAGR) over the past…

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Why Do Advertisers Still Find OOH Exciting?

Out-of-home (OOH) advertising is weathering the digital storm better than several other legacy ad mediums. Research firms have differing views on how quickly OOH is growing. According to Zenith, between 2018 and 2021, TV will contribute more to the overall growth in global ad spend than OOH According to Magna, global OOH spend grew 4.6% in 2018. Magna states that…

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Why the Future of Marketing is Increasingly OOH

In this exclusive article written for ExchangeWire, Alistair MacCallum (pictured below), CEO of Kinetic UK, discusses the reasons for optimism in the out-of-home (OOH) sector through 2020, how traditional platforms are set to integrate with OOH channels, and how programmatic technology can further enhance effectiveness and relevance within the medium. There are so many reasons for optimism in the OOH…

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