Geopath Fast Fact: Looking Ahead into 2024, Part 1

Over the next few weeks, we will be looking at emerging themes in the OOH industry to keep in mind as we move into 2024.

OOH ranks high in consumer sentiment

Kantar’s 2023 “Media Reactions” report highlights consumer feedback and sentiments toward many different advertising channels and approaches.

Overall, the best-received channels among consumers tended to be those that were encountered while out and about, living their daily lives. This is where OOH’s strength and appeal can truly be seen, which poses a great opportunity for the channel in the upcoming year.

You’ll notice here that both OOH and DOOH rank among the top 5 preferred advertising channels, all of which are in-person advertising, according to the report. What’s more, is that in OOH’s ever-expanding umbrella of media types, the options and opportunities for engaging consumers during their day-to-day lives are increasing.

OOH’s ability to be less intrusive in a consumers’ day, and the scale of OOH displays in comparison to other advertising types are two key strengths that continue to prove OOH’s value.