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After suffering double-digit declines amid last year’s empty cityscapes and highways, out of home advertising’s 2021 comeback appears to be gaining, according to reports from industry groups.
Even with the surge of the Delta variant, OOH’s second quarter performance remained strong, rising 38%, according to the Out of Home Advertising Association of America. The trade group said it was “very encouraged” by the initial data it’s seen for July.
In the second quarter, among the top 100 OOH advertisers, 80% increased their outdoor media spend from Q2 2020, with 45% more than doubling expenditures.
Delta’s impact
Through the first half of the year, the OOH billboard category, which represented 84% of total OOH spend YTD 2021, is 96% recovered compared to the first half of 2019, the OAAA said.
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