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BWG Strategy and Talon America Survey

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More than half (51%) of advertisers expect to invest more in Out of Home (OOH) in 2023, according to a new survey of brand marketers and agencies released by BWG Strategy, a leading provider of market intelligence, data, and other information, and Talon America, a leading independent OOH media specialist and technology services company.

Currently, advertisers are allocating just 4 to 5% of overall ad budgets to OOH. The survey reveals that industry optimism for OOH is growing with 93% of advertisers planning to allocate 5% or more of their overall marketing budgets to OOH in 2023, and 97% are planning to allocate 5% or more in 2025. The study finds that marketers are planning to shift budgets from other channels to OOH — with social media (31%) and linear TV (25%) representing the top channels that advertisers will shift budget from to allocate more investment in OOH.

Download the complete BWG Talon OOH Advertising study results below.

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