Влияние пандемии коронавируса на объемы рынка наружной рекламы
Due to the COVID-19 pandemic, in 2020, the outdoor advertising market experienced one of the hardest periods in its history. Due to lower promotion budgets and reduced transport traffic, many advertisers have taken a break from using this promotion tool. As a result of a review of the state of the outdoor advertising market in the period from 2018 to 2021 conducted in various countries, the study concludes on the unprecedented negative dynamics of the industry development in 2020, while the most stable situation that developed during this period can be found in the North American region. At the same time, the crisis in outdoor advertising has become an opportunity for the implementation of new advertising formats, such as digital outdoor advertising. Changes in the industry make it possible to cope with the negative consequences of the crisis, which is confirmed by preliminary data on a sharp increase in outdoor advertising sales in 2021.