“Welcome back to the glorious commute.” The tongue-in-cheek slogan emblazoned on London Underground stations, carriages and escalators by mobile phone network EE is one of the many catchlines that advertisers have devised to mark the return of the slog to the office.
Whether workers will ever resume commuting five days a week is a question that is haunting not only city centre merchants and commercial landlords: if the shift to homeworking endures, it will also reshape outdoor advertising.
Advertisers spent $40bn globally on so-called out-of-home media in 2019, before Covid-19 ravaged the sector — a rise of almost 60 per cent from a decade earlier, according to media buyers Zenith.
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