What Are the Prospects for a Spending Revival for Out-of-Home and Direct Mail Advertising?

Can spending recover quickly for Out-of-Home and Direct Mail advertising?


Among performance-marketing categories, both out-of-home and direct-mail advertising experienced devastating declines in 2020. As the effects of the pandemic slowly diminishes, both are expected to recover.

But there’s one question marketers in those categories face: What should they base 2021 spending on? After all, 2020 is practically synonymous with the much-overused word “unprecedented.” For Brian Wieser, global president, business intelligence of GroupM, you should look to 2019 and adjust according to how quickly parts of the economy recover.

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