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Media Trends Monday: Print and Out of Home

Welcome back to Media Trends Monday, a series where we examine trends we’re seeing in today’s media landscape and how they may affect your business and marketing efforts.  

Key Points
  • Our take: Print is not dead
  • Digital Out of Home is set to grow in 2022
  • Out of Home (OOH) remains a great way to help your organization stand out

There are so many channels/tactics available within media, and each medium has its own benefits. Today, it can become very granular and dependent on the objective of the campaign. 

Print

Our take on print: It’s not dead. Although it may not yield the same reach and frequency as other mediums, print still holds high efficacy among avid consumers in the US. If you were to search print trends online however, you would see exactly what you would expect; print trend lines continue to decline with every research entity. According to eMarketer, the average time spent on print is only 19 minutes per day, whereas digital holds almost 8 hours.

While the time spent on print may be low, it has stayed consistent over the past few years and is projected to stay the same over the next couple of years. According to another study conducted by eMarketer, consumers also tend to trust content published by print outlets more so than digital, particularly social media — 46% find print trustworthy, whereas only 19% find social media trustworthy. 

Print and Out of Home Trends

Print could also be a viable source for the attention of niche audiences, as there are many local, regional and national print publications, specializing in specific market segments. Here at CCF, we can show you which print partnerships could be the most valuable to you.

Out of Home

Out of Home is a catch-all term for ads seen in public spaces, not in your home. The most popular OOH placements that might come to mind are billboards or ads on a city bus. But OOH covers so much more, such as posters in public restrooms, ads in movie theaters, messaging on gas station pumps, placements in a skyway, or commercial spots playing in a restaurant. The list goes on. 

In 2020, digital OOH advertising declined more than traditional OOH due to the ease of cancelling a placement and the pandemic forcing brands to pull out their media spend. Cancelling a printed OOH is more difficult, as printing on vinyl or paper is kind of impossible to undo. For those reasons, we see that with 2021, digital OOH is expected to grow due to its flexibility. 

OOH companies are implementing innovations that are changing the landscape of programmatic digital OOH advertising. You can now play your ad at specific times of the day, have it offline on a rainy day, go live again when the weather is nice, and personalize it however you like. 

Print and Out of Home Trends

The question is, what OOH is right for your target audience, and which locations and times are most optimal? At CCF, we understand the wide range of opportunities with OOH. We strive to create impactful messages, so your brand can get the most out of your media placements. If you’re looking for some examples or case studies, we have plenty to show! You know your business. We know your audience. Let’s talk about how we can help you get noticed. 

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Thanks for reading, and we’ll see you for the next installment of Media Trends Monday! Have a great week.

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