According to WARC, it's about $44.4 billion. Really.
This week the industry is most interested in location, location, location. As in, location-based marketing, which incidentally reflects a big gap between advertisers and agencies
Nielsen has shut down its 12-year-old place-based video networks measurement service, as many place-based media venues face challenges due to shutdowns or sparse attendance during the COVID-19
Out-of-home advertising revenue rose 7% to $1.98 billion in the third quarter from the prior year, bringing the year-to-date total to $6.44 billion, according to data compiled by the Out of Home
Advertising Association of America. State Farm, Geico, McDonald's Apple, Amazon, AT&T, Anheuser-Busch, Coca-Cola, CBS and Comcast were the biggest spenders on OOH, a category that includes billboards,
street furniture, transit and place-based media such as in-cinema ads.
Out-of-home ad spending rose 7.7% during Q2 2019, according to an analysis of data from Kantar Media released Wednesday by the Out-of-Home Advertising Association of America. The second quarter
signals an acceleration of growth for the U.S. out-of-home ad industry, which posted a first-half gain of 7.0%, according to the OAAA analysis.
Data and technology are fueling demand for digital out-of-home media, making it more efficient, easier to plan and buy and post results for, according to a survey of media planners released this week
by trade group Digital Place-Based Advertising Association.
Captivate, the place-based video network in the elevators and other locations of high-rise office buildings has introduced a new tool, Captivate Places, enabling advertisers and agencies to target
explicit users via data from Placed, Dstillery, Nielsen, Vision Critical, Linkett and Infogroup.
Search marketers who have begun to tie in-store visits to search advertising and marketing now have a free tool that compares foot traffic in physical stores. Placed, acquired by Snap in June 2017,
released the free tool Placed Insights to provide marketers metrics for store visits for nearly 2,000 businesses.