@maxxrosenblum: Billboard adverts in the Out-of-home advertising category revenue reached $9.46B in 2025, a 3.6% increase, with the digital subset expanding 10.5%. The composition of that growth is more telling than the headline. Sectors with the lowest theoretical demand for non-attributable media (tech, DTC, fintech) are reallocating to it at the margin. Revealed preference, in other words, is diverging from stated strategy across the most measurement-literate buyers in the market. The underlying mechanism is a repricing of attention. Consumer trust in digital advertising declined from 71% to 63% between 2019 and 2023, ad-blocking penetration now exceeds 900M users, and 20-40% of programmatic spend is absorbed by fraud and made-for-advertising inventory. Billboard recall holds at 86% against 21% for banners. When the measurement layer underpinning the dominant channel loses credibility, capital rotates toward signals that remain costly to fake, regardless of whether the dashboard can price them. @Darkroom Agency #economics #billboards #marketing #brandmarketing

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Friday 22 May 2026 19:53:10 GMT