Spending On 'In-Real Life' Media Bucks Metaverse Hype

Marketers now have a chance to catch consumers' attention worldwide with out-of-home or cinematic advertising as consumers emerge from pandemic isolation and look at the world in real life (IRL) instead of on their screens. According to WARC's "Global Ad Trends" forecast, these channels in real life will experience a rebound in media spending, with 61% of marketing executives planning to increase or maintain OOH spending this year. Out-of-home spending will increase by 17% from last year during the current quarter, but the annual growth rate will slip to 115 by the first quarter of next year.