Ocean and Lumen’s research also found that this format delivers higher brand recall than online video.

The group has also for the first time provided a split view of ad revenue, comparing how the top 350 largest global brands spend relative to SMBs.

Digital maintained its share of total ad revenue, while classic declined marginally.

OOH is now more a performance than a poster and changing the way we think about public spaces. This real-world presence builds real connections. 

The company announced a range of new formats alongside a planning and measurement tool at an event on Wednesday.

Online formats accounted for £4 in every £5 spent on advertising, while the VOD sub-category has been expanded to include SVOD, AVOD and FAST, according to the latest AA/Warc Expenditure Report.

Digital retail media was another strong growth performer in 2024, according to IAB UK’s latest Digital Adspend Study.

Chalisey succeeds Euan Mackay, who will be promoted to CEO of the OOH JIC following the departure of Denise Turner in June.

The ASA and CAP are aiming to deliver updated guidance by mid-May, but uncertainty over the scope of the ban is weighing on advertisers, agencies, and media owners.

The latest IPA Bellwether Report, conducted before Donald’s Trump’s “liberation day”, already showed a fall in business confidence amid macroeconomic uncertainty.