Broadsign Report: Static OOH Thrives Amid Digital

Discover insights on static OOH resilience amidst digital disruption in Broadsign's State of Static OOH report. Explore trends & future outlook now!

 

In a world where digital signage seems to be the buzzword, the enduring strength of static Out of Home (OOH) advertising might surprise some. Broadsign, a leading player in the OOH industry, has just released its inaugural State of Static OOH report, shedding light on the current landscape and future prospects of this traditional yet resilient form of advertising.

Insights from the Report

Based on a comprehensive survey encompassing 60 companies and global OOH media leaders, the report presents a nuanced understanding of the static OOH market. Despite the rise of dynamic, digital signage, static OOH still commands a significant share, constituting nearly 70% of available OOH inventory.

Emerging technologies are poised to revolutionize the static OOH space, offering new avenues for growth and innovation. However, challenges persist, with 53% of media owners citing operational inefficiencies as a hindrance to maximizing ad revenue. The consensus among participants is clear: incorporating automation and real-time analytics is key to staying competitive and unlocking untapped potential.

Embracing Sustainability

Moreover, sustainability emerges as a pressing concern for industry players, with a majority expressing a commitment to reducing their carbon footprint. From implementing energy-efficient LEDs to utilizing recycled materials, stakeholders are actively exploring eco-friendly practices to foster a greener future.

Static OOH in the Digital Age

In the face of digital disruption, static OOH stands its ground as a dominant force in the advertising realm. Contrary to expectations, the report reveals that the majority of media owners plan to digitize less than a quarter of their static inventory, reaffirming the enduring relevance of traditional formats.

Broadsign, with its two-decade-long legacy, remains at the forefront of this evolution. With a million signs spanning across 82 countries, the company continues to innovate while staying true to its roots. As 43% of owners gear up to invest in digitization in the coming years, Broadsign's insights and expertise are poised to shape the future trajectory of the industry.

Conclusion

In conclusion, Broadsign's State of Static OOH report offers a comprehensive overview of an industry in flux. While digitalization presents new opportunities, the timeless appeal of static OOH endures, driven by a blend of tradition and innovation. As stakeholders navigate this evolving landscape, one thing remains clear: the future of OOH advertising is dynamic, diverse, and full of promise.