Out-of-home is showing encouraging signs of a bounce back after a tough year for for the outdoor media category.
Ben Walker, CEO of Shopper Media, says the latest Standard Media Index (SMI) data reveals that retail out-of-home grew its share in the last quarter of 2020.
Shopper Media posted 8.4% growth, bucking the trend for the outdoor category, and becomign the highest-growth offline media company in real dollar terms for the second year in a row.
“We saw outdoor hold its third-place position behind free-to-air TV and digital for the month of December," says Walker.
"Combined with continually strong results during the last quarter of 2020, this points to a solid resurgence for the media industry into 2021.
“Retail outdoor, or as we call it, retail out-of-home, staked its claim as the medium to watch, with its share up 4.5% to 24.6% of national Outdoor ad spend in 2020.
"This saw retail out-of-home leapfrog street furniture for the first time and continue to narrow the gap on billboards.
“Retail out-of-home also secured the highest share of digital-format ad spend of any in the outdoor category, with its proportion of digital vs static inventory growing to 92.8% in calendar year 2020 (+1.1%).”
“Overall, the strong SMI results for retail out-of-home can be credited to our ability to offer rich data and insights to clients and shopping centre partners."
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