Strong US OOH Ad-Spend Forecast for 2018
Global media research firm MAGNA (part of the IPG Mediabrands Network) this morning issued an update to their 2018 Ad-Spend Forecast for the US. Specifically, OOH was again tagged for growth (2.1%) along with Digital (14.3%).
OOH is the only traditional media channel likely to post net revenue growth (+2%) thanks to further organic growth in digital/ambient OOH inventory. One example is the launch of a multi-year development plan by Outfront Media and the New York Metropolitan Transit Authorities (MTA), aimed at installing 50,000 digital screens in the subway and bus systems, starting in 2018.