Group M’s Brian Weiser referred to out of home on last week’s Borrell’s Local Marketing Trends Podcast.  Here’s what he said.

On how tech companies are driving US advertising

2019 and 2020 are still benefiting primarily from the digital first, digital endemic based advertisers.  So it’s Facebook – the marketer, Amazon – the marketer, Google – the marketer, Netflix, Uber, Ebay…eight of the largest companies alone spent $26 billion on advertising in 2018, $30 billion this year and it will probably be north of that, like $35 in 2020

On out of home

The only really healthy medium on an ex-political basis is outdoor advertising.  And even there it’s concentrated where the growth has happened.  We’re calling for about 5.5% growth for all out of home…

On why out of home is growing

Advertisers – certainly nationally oriented ones – are conscious of the weakening fundamentals around television.  So there’s certainly an interest in finding alternatives…More forms of digital signage in more places broadens the market.  It makes is possible for different kinds of advertisers to use the medium…At a category specific level…we see a lot of the direct to consumer brands are using out of home…we see a lot of the technology driven brands…What does Apple do with its media apart from television and outdoor?

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