Earlier this week, Mediaocean released its 2023 Mid-Year Advertising Outlook Report, compiled based on survey data from 712 industry participants across 20 different countries through TechValidate. A key takeaway of the report is the 76% figure representative of respondents expecting to increase or maintain their current level of advertising spending on radio. Out of various traditional media forums, the radio/audio TV medium received the highest percentage of foreseen increase, considerably ahead of national television, local television and print media.
Digital out of home and traditional out of home (DOOH/OOH) advertising is projected to increase by 63% and 31% respectively, the latter finishing second to social platforms (67%) in terms of spending increases. Print media is expected to endure a 50% decrease in spending, along with both national and local television. While…
