[eMarketer] Out Of Home advertising rebounds in China
Out-Of-Home (OOH) advertising spend in China suffered the steepest drop in the wake of Covid-19, falling by 18.0 per cent year over year (YoY) in 2020 across all media formats save for magazines according to a forecast by eMarketer. The industry is however slowly returning to normalcy.
With the pandemic-induced social distancing and directives against public gatherings, movie theatres and entertainment joints recorded their worst annual declines in outdoor ad revenues between February and November 2020, according to GroupM. Train stations investment however grew by 52 per cent year on year as a result of heightened demand for local travel.
And while China has recorded a considerable drop in new cases thanks to the ongoing vaccination drive and containment measures, new outbreaks are have made the OOH ad market uncertain.