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How OOH Media is Reshaping Advertising: Insights from Chris Pelekanou's Analysis

In his exploration of the changing media landscape, Chris Pelekanou highlights how traditional advertising mediums like TV and direct mail are maintaining their hold, while out-of-home (OOH) advertising significantly boosts revenues. Excluding online media, OOH stands out as the best-performing advertising medium, consistently dominating audience engagement throughout the day, especially until evening when TV viewership rises. Notably, OOH excels in brand building. This analysis, sourced from Warc and various studies, offers a clear view of current trends in media performance.

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How OOH Media is Reshaping Advertising: Insights from Chris Pelekanou's Analysis

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  1. Chris pelekanou Changing the media landscape

  2. “TV and direct mail have held share, while out of home has boosted revenues throughout” Source: Warc / Ad Association 2014

  3. Excluding online (not shown), Outdoor is the best performing medium Performance of main display media (excl internet) indexed on 2002 Source: Warc

  4. 2013 only internet, TV and OOH were up – are these the media survivors?

  5. The day is dominated by exposure to OOH OOH dominates until TV takes over at 18:00 Audience (000s) Time of day (Mon-Fri) Source: TouchPoints (Base: All adults)/Clear Channel

  6. At 18 hours a week outdoor occupies 28% of media contact time

  7. Outdoor excels at brand building Source: Binet & Field 2013

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