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The following is the Main development trend of doOh in 2021 recommended by recordtrend.com. And this article belongs to the classification: Data information map, network marketing.
The proportion of digital outdoor advertising (doOh) in total outdoor advertising expenditure has been growing. Although overall, outdoor advertising (ooh) has experienced a difficult year, with total spending down about 45% year-on-year in the second quarter, the latest data from Verizon media shows that in the next 18 months, 6 / 10 (59%) of us advertising decision makers involved in outdoor media spending want to increase their outdoor advertising spending.
Spending growth will be slow, with only 39% of respondents saying they will increase spending on outdoor entertainment in the next six months and 55% will do so next year. However, the survey found that doOh is an ideal place to invest in advertising due to equipment fatigue and the shift in spending more time on basic business, road travel and outdoor venues.
This is not to say that advertisers find doOh buying not challenging. More than half of these decision makers said it was very difficult (8%) or somewhat difficult (45%) to buy doOh.
When asked about the challenges in purchasing doOh, half (50%) of respondents reported that one of the challenges was high advertising costs. About 44% of the respondents said they found it difficult to find a suitable partner, while others found it difficult to manage and optimize doOh work (36%). To a lesser extent, the challenges faced by respondents also included unverified ROI or investment value (31%), insufficient reporting or analytical capability (31%), insufficient doOh budget (26%), and doOh’s failure to reach the target audience (24%).
Even in the face of these challenges, advertisers do realize the benefits. Most respondents thought that doOh’s influence and KPI were higher than those of social media or digital display ads (94%). In addition, it is generally believed that doOh has improved the brand index (92%), and can provide higher and lower channel indicators (91%).
More reading: emarketer: US digital outdoor advertising spending is $2.72 billion in 2020, up 1.6% year on year. Securities Daily: in 2014, 1195 companies spent 60.385 billion yuan on advertising last year. IResearch: transportation and food and beverage industries will lead the growth of brand advertising expenses in 2013 Media: it is estimated that the audience of online TV in the United States will exceed 200 million in 2021. IResearch Consulting: the advertising expenses of real estate advertisers in Q1 in 2013 will be about 7 billion. Zenith: during the 2018 World Cup, enterprises will spend 2.4 billion US dollars on advertising, and China accounts for 35% of RTB China: ecological map of China’s programmed advertising technology 2016q3 Baidu: big data marketing and visual design (PPT) nanigans: almost all retail marketing executives need the support of all departments kenshoo: 2017 Q1 Facebook dynamic Ads spending growth 202% digital Bureau: Top 10 new trends of social media that will affect the future pattern of marketing industry — InfoTech: 2016 Q1 auto industry mobile DSP launch Report
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