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Why Fiverr believes it’s finally time to bring back OOH advertising next year

Digiday 24 Nov 2021 05:01
The header image shows an animation of two people driving in a car, passing a sign that says
November 24, 2021 by Kimeko McCoy

For the first time since the pandemic, freelance job marketplace Fiverr plans to bring back out-of-home and experiential advertising early next year.

Like many brands, Fiverr paused OOH ad spending at the beginning of the pandemic as many adhered to shelter in place orders and other lockdown measures. While OOH efforts weren’t included in its “something from nothing” campaign this year, Fiverr is slated to bring back traditional and digital OOH spots across public transportation, particularly in metropolitan areas like London, Berlin and New York City by 2022, according to Duncan Bird, vp of brand at Fiverr.

“Like many brands, we’ve been looking at the situation — it varies from country to country as we’re a global brand — to say to ourselves, at what point can we start doing out-of-home again?,” Bird said. 

During the pandemic, Fiverr’s OOH ad spend was reduced to nothing, Bird said, noting that the trend is expected to reverse course and potentially eat up more ad dollars than it did pre-pandemic. It’s unclear exactly how those ad dollars will be spent as Bird declined to offer further spend details. But in Q1 and Q2 of this year, Fiverr spent upwards of $17 million on media, per Kantar, which doesn’t track social media spending. That number shadows the estimated $9 million spent in 2020 and again in 2019. 

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FiverrDuncan BirdBirdNew York CityFiverr
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