Using data to try to predict the future is fine. Marketers do it all the time. But some events you can’t predict. The pandemic, anyone? “Sometimes data is about forecasting, but mostly it’s to create the capacity to respond,” said François-Xavier Pierrel, group chief data officer at JCDecaux, speaking at Web Summit in Lisbon this week.
Rising inflation, flagging consumer confidence and uncertainty due to ongoing supply-chain issues have economists predicting a recession. But, based on GroupM’s and Zenith’s mid-year forecasts of the global ad market, the recession fears may be unfounded. Still, after the record highs of 2021, ad spending will see a deceleration in 2022.
The pandemic tossed a curveball to the out-of-home advertising industry. Ad revenue plummeted. But “spending is definitely back,” says Anna Bager, president and CEO of the Out of Home Advertising Association of America. “It’s a rebound.”
Out-of-home advertising has long been an important category for FreshDirect. It allows the grocery delivery service to reach city dwellers en masse — particularly in New York where it’s based. But once the pandemic took hold, the company had to rethink its OOH campaigns, as subway riders and use of public transport dwindled while demand […]
