Magna has issued an updated advertising forecast for 2019 and 2020.

The good news:

• Magna has revised projected OOH growth upward by 0.5% in 2019.
• OOH is the only form of traditional media which is growing.  Magna projects out of home revenue growth of 2.4% in 2019 and 2.5% in 2020.

The bad news:

• Projected OOH growth of 2.5% is below the 4.7% projected growth in ad revenues and way below the 20%+ projected growth in mobile and social media revenues.
• OOH is a GDP business, that is, a business that only grows as fast as the US economy.

Here’s the data.

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