Out of home in 2018: The Sydney tender, brand safety and a return to print
As the City of Sydney tender hangs over the out of home industry’s heads, Adshel’s David Roddick takes a look at what 2018 has in store.
The Australian out of home sector will continue to be a great place to be in 2018. The appetite for a truly broadcast medium with growing audience, which advertisers can target using digital ad serving technology, will remain undimmed; though the double-digit growth over the last several years is likely to slow.
Small format will be big business
With so many prime billboard sites and retail locations already converted to digital, 2018 will be the turn of street furniture to digitize at even greater scale, and be the driver of out of home growth.
A great read- thanks David. Completely agree that 2018 will see a shift in sands in the OOH industry. Looking forward to seeing which of the OOH vendors really embrace the change and step up to the place, and which ones drop the ball.