By: M4G Bureau
Last updated : June 07, 2018 3:52 pm
The Congress has directed focus on 4 areas -- making a case in a digital world; taking the digital revolution out of home; reclaiming the creative crown; making OOH easy to plan, buy and deliver
It was pointed out that while the global total OOH spends have increased year-on-year from $32 billion in 2013 to $36 billion in 2016, and with forecasted increase to $39 billion in 2018 and $44 billion in 2021, the growth rate year-on-year has not been steady. The growth rate will increase from 3.9% in 2016 to 4% in 2018 and 4.1% in 2019, followed by a decline to 3.% in 2019 and 3.4% in 2021.
Milan and Rome accounted for a whopping 63% of the country’s total OOH market.
Interestingly, OOH assets on transport accounted for a high 41% of the total OOH assets in the country, with billboards coming a close second at 38%.
Within the transport segment, buses and tramways OOH assets led the way, with airport media coming a close second.