Out of Home (OOH) advertising spending took a tremendous hit in 2020 and is showing signs of recovery in 2021. Climbing back but off to a slow start, OOH spending was down 30% in the first quarter compared to the previous year.
With a valuable target niche audience, Hospital Placed Media (HPM) is an OOH segment that weathered 2020, and is continuing to rapidly grow through the first six months of 2021. Leading clients throughout Innovare’s HPM network have increased their spending and doubled down on the length of their campaigns. Samantha Sampey, Media Sales Consultant at Innovare commented, “Right now, the top categories investing in HPM are colleges/universities, auto dealerships, banks/credit unions, real estate, insurance, and healthcare-related. With the positioning of high-impact digital display technology, outfitted with cellphone charging capabilities, clients find the visibility to be ideal for reaching valuable demographics.”
Hospital Placed Media continues to be the fastest growing media platform in OOH, where leading local, regional, and national organizations wisely chose to invest their marketing resources to capture the most desired target audiences at the hospital.