OUT-OF-HOME ADVERTISING

As more workers return to offices, spending on OOH ads is rising

By our News Team | 2022

As professionals and white-collar employees return to their desks in many global cities, brands want to reach them as they commute.

After two years of working from home, business professionals and white-collars workers in many countries are returning to work, which is proving to be a boost for the digital out-of-home advertising industry.

This is according to a recent blog post published by The Trade Desk, an independent media-buying platform operating in the Americas, Europe and Asia-Pacific.

“We’ve seen a substantial increase in ad spend on digital out-of-home as a result of people going back to the office,” says Natrian Maxwell, The Trade Desk’s General Manager of Emerging Channels, which includes digital out-of-home. 

“The return to offices is real — people are outside more,” Maxwell adds. That means a captive audience for all the billboards, bus-stop placards, train-station posters, fuel-station monitors, taxicab televisions, TV screens in lifts and all other forms of digital signage in the physical world.

The surge in commuters has driven a corresponding increase in ad spend on digital out-of-home.

Out-of-home Advertising

Photo by Mentatdgt on Pexels

Investment in programmatic digital OOH has grown

“With a growing number of companies returning to offices, the investment in programmatic digital out-of-home has accelerated substantially,” Christopher Allison, a senior executive at Vistar Media, a digital out-of-home ad network in New York, is quoted as saying in the blog.

“Brands are more excited about the increase in transit ridership than the return to office,” he says. “As the New York City subway has reached 60 percent of its pre-pandemic ridership, brands have been willing to spend on subway advertising again.”

Added Brian Rappaport, CEO of Quan Media Group, another New York agency that specialises in OOH advertising: “We’ve already matched our 2021 total billings and we’ve had a bunch of legacy clients come back into the mix,” 

Spend is expected to increase even further as the return to pre-pandemic life continues in towns and cities around the world. 

“We expect ad spend on digital out-of-home to increase even more in the second half of this year,” Maxwell noted.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.