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Static billboards still 60 percent of global OOH revenue though digital continues to rise

World Out of Home Organization (WOO) president Tom Goddard has announced that the global market is on a fast growth trajectory with digital OOH leading the charge. But static or ‘classic’ billboards still account for around 60 percent of global revenues. The APAC region, which accounts for a third of the world’s Gross Domestic Product, is set to share in the Out of Home industry’s worldwide strong bounce back after the pandemic, according to Tom.

The global OOH market hit a record $37 billion in revenue in 2019 and was on a fast growth trajectory. Global DOOH is leading the growth charge, projected to be close to 50 per cent of all OOH Revenue by 2026. Across APAC it already makes up over 45 percent of revenue, announced Tom. But Static OOH shouldn’t be forgotten, Tom stated that the static still accounts for around 60 percent of global revenues, which some observers assume is in terminal decline. WOO is the only global OOH association with board members include major international companies like JCDecaux and Clear Channel, as well as Ströer, Pikasso, Global Outdoor, blowUP media, OUTFRONT Media and Lamar from the US, Selvel One from India, Primedia from South Africa in as well as OOH associations, the OAAA in the US, Alooh from Latin America and the OMA in Australia.

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