Global Spend Trends for Out-of-Home and Cinema Advertising

Recent research from WARC indicates that marketers are investing in out-of-home and cinema advertising at a faster rate than consumers are returning to pre-pandemic activities. The global IRL ad market is forecast to reach $44.4 billion in 2022 and a new high of $47.1 billion in 2023.

Out-of-home advertising is expected to jump by 16.5% year-over-year in 1Q22, while global ad spend on cinema advertising will reach $3.4 billion in 2022, below the $3.8 billion spent in 2019. The report was based on WARC global forecasts and an analysis of global consumer behavior.

WARC's research reflects a positive outlook for the IRL advertising industry, despite the pandemic. Marketers are investing in these forms of media faster than consumers are returning to their pre-pandemic activities, demonstrating the importance of IRL advertising even in the digital age.