Source: Beet
Kantar's generational ad receptivity research, presented at Cannes, shows physical advertising outpacing digital channels across all demographics—a reversal of the past decade's assumption that screen-based inventory would dominate media spend. As mobile feeds and streaming services become cluttered with algorithmically-targeted noise, attention itself becomes scarce, making unavoidable, real-world placements (transit, billboards, retail) demonstrably higher-impact for brand recall and emotional engagement. CPMs for premium OOH inventory are rising, and programmatic digital budgets face renewed scrutiny from performance-conscious CMOs.