Mark Read, CEO of WPP, the world’s largest advertising group, predicts a strong recovery for out-of-home media.
Read, at the World Out of Home Organisation’s virtual European Forum, pointed to the importance of digital OOH, which has grown by 15% at a time when OOH overall fell by 30%.
“The key question is where OOH fits in an e-commerce dominated business world,” he says.
“OOH builds brands, raises awareness and gives brands stature, and with OOH now being increasingly digitised, this adds the strengths of giving campaigns more relevance and speed and the ability to be tailored to time of day, different audiences and updated messages.
"Continuing digitisation should enable the medium to move up from its 7% share of global ad revenue.
“If I were running a campaign for WPP I’d probably put it on OOH in major airports. I’d certainly much rather be running an OOH media company than a magazine or newspaper these days.”
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