maandag 14 augustus 2017

Global outlook and trends

DOOH versus OOH
These are the headline findings in ‘Why Out Of Home Performs’, a joint study by Magna Intelligence and Rapport, IPG Mediabrand’s out-of-home agency, into OOH’s continued growth and impact. The report was based on findings from a survey carried out in 22 key markets including eight in Asia-Pacific: Australia, China, India, Japan, Malaysia, Philippines, Singapore and Thailand.

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The OOH market was worth $28 billion in net advertising revenues in 2016, according to Magna’s report, and is predicted to grow by 4 percent per year to reach $33 billion by 2021. This puts its current share of the overall traditional media market at 10 percent, up from 8 percent. Behind this growth is an ever-more concentrated supply-side market, in which the top international OOH media owners are continuing to expand their influence: the six main global vendors (in order of 2016 revenue size, JCDecaux, Clear Channel, Outfront, Lamar, Stroer and Exterior) now control almost 40 percent of the whole market (see graph, below). By 2021, the report predicts small but significant changes in the environments most used for OOH. Use of billboards, currently the top revenue-generating segment and performing particularly well in India, Russia and the US, will drop 4 percent from 45 to 41 in the next five years. Street furniture and transit, meanwhile, are due to grow, respectively, from 31 to 34 percent and from 14 to 15 percent as local authorities become more willing to partner with OOH vendors. A series of major contracts—typically over 10 years long—in big cities are also in the process of renewal, the first time this has happened in the era of DOOH and programmatic opportunities, which partly explains DOOH’s recent giant revenue leap.

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