Outdoor advertising has been around for over 150 years, but 2020 was a new test for the industry. The Coronavirus kept people locked in their homes, causing a major decrease in traffic to view billboards and other advertisements. In 2020, OOH revenue was down 27% compared to 2019. 2021 has an expected increase of 20% from 2020 but will still be 13% lower than 2019, according to American Express. U.S. OOH market declined by $1.3 billion in ad revenues.
Billboards During the Pandemic:
Many companies like Twitter, Skoda and Bumble were able to use creative advertisements, whether it be a pandemic related play on words or a touchless interactive screen, they demonstrated that the out of home advertising industry could survive. Even though many consumers remained indoors, people still needed to carry out their every day tasks. Whether consumers are heading to work, or grocery shopping, these ads are able to directly target those consumers. Billboards have been used by many different industries to display messages during the pandemic. For example, healthcare offices shared information about how to prevent and detect COVID. Other companies, including Inspiria Outdoor, have shared “Thank You” messages for the frontline workers. In addition, they also announce testing availability and office hours. Restaurants advertise their take out or deliver options and even listed their new hours.
Billboards After the Pandemic:
Once the pandemic was coming to an end, OOH advertising was making a comeback. In addition, billboards are being used to announce openings, services and safety protocols being taken by that business. 78% of millennials say that they are looking for a safe outdoor activity and 82% of Gen Z population is searching for outdoor dining events, all providing great opportunities for out of home advertisements.
We at Inspiria Outdoor singularly focus on Outdoor Advertising. Our primary objective is to substantially increase a company’s brand recognition and exposure through strategic outdoor advertising placements. In addition, we are proud to guide our clients in providing the best outdoor media mix available to meet their budgets and strategic goals. In other words, whichever media format you chose, Inspiria is your partner in outdoor advertising. For this reason, we are proud to have experts on staff to guide you each step of the way from planning to execution.