The IAB pegs out-of-home (OOH) advertising around $6 billion with a 21.7% growth rate. But this survey from OOH marketplace provider OneScreen.ai takes a brighter view: they report that diminishing returns have 97% of marketers are looking for alternatives to digital, and 92% plan to increase OOH budgets. They earn points for creativity by describing radio and podcasts as “audio out-of-home”.
Don’t feel sorry for Meta: this IAB report finds that U.S. social media ad revenue grew by 39% in 2021, faster than search (32.8%) or display ads (29%) but less than digital video (51%). Total internet advertising grew by 35.4% to reach $186 billion, while the next-largest ad channel, television, rose just 8.7% to about $67 billion.
Real-time personalization vendor Fulcrum has released its own Customer Data Platform. As you’d expect, it’s tightly integrated with Fulcrum’s AI-based analytics and personalization workflows. That makes it a Campaign CDP in CDP Institute terms.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.