Total marketing budgets rebounded after Q1’s downward revision, but a lack of growth in main media budgets suggests an embrace of short-termism, the latest IPA Bellwether shows.
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Some clear creative trends have emerged from this week’s Outdoor Lion winners, while the medium is growing in prominence alongside retail media.
| Maria Iu
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.
| Maria Iu
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.