Out-of-home (OOH) – including retail and cinema media – is still massively undertapped by marketers.
“When we look at how advertising dollars are being spent, there is a bit of inequality,” was what Srikanth Ramachandran, group CEO of media tech company Moving Walls, observed recently at the Digital Marketing World Forum (#DWMF) Asia.
Global ad spend on OOH, retail and cinema media comprised US$31bn in 2020 – a mere drop in the ocean compared to US$332bn on digital.
However, while consumers are spending a daily average of 6.5 hours online, they are not entirely addressable online throughout this period. “Maybe...