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How digital outdoor is threatening online media

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One of the most significant trends to emerge from SMI’s 2018 advertising expenditure figures has been the slowdown in growth of online media revenues while at the same time ad spend onto the outdoor media has soared.

The 2018 year was the first in the eleven year history of the SMI’s database that online media did not report double digit growth in advertising expenditure from media agencies, with its total instead increasing 5.8% (although that level of growth enabled digital to break through the $2bn mark for the first time). In contrast the outdoor media did deliver double digit growth in ad spend (a feat last achieved in 2014/15) with its total agency bookings climbing 11% from CY2017.

Photo by Gavin Allanwood on Unsplash

Obviously there are other issues at play here, with one of them being the fact that as........

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