Spending on outdoor advertising, the so-called out of home, recovered slightly in the third quarter, but were still 25 percent below last year’s. A total of 36 million euros was converted, reports industry association Outreach.
Outreach registers the turnover figures for the entire industry. The members of the association are major players such as JCDecaux and Exterion Media. The out-of-home market consists of advertising on bus shelters (bus shelters), panels, transport advertising such as on buses and trams and advertising masts along the road.
In the second quarter, during the first corona wave, outdoor advertising sales collapsed. Then the decrease was 67 percent. In that respect, the third quarter was slightly better.
In the first nine months of the year, total sales amounted to nearly 91 million euros. “That’s 38 percent less than the same period last year,” said Outreach.
Outdoor advertising distinguishes between traditional posters and digital ones. The trade association has identified a striking development in this. While the share of digital advertising has grown for years, the share of traditional advertising has increased.
Outreach is cautious about expectations for the rest of the year, given the second corona wave. When the outdoor advertising operators have no commercial customers for the spaces, they do not remain empty, but are used for non-commercial messages.
– .
