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Outdoor Ad Spending Rise Powered By Digital Signage

Filed Under Advertising, Digital Signage, metrics 

Nice little props from Media Daily News on the state of the Out of Home advertising market.

Mediapost

That talks about the “Golden Age” of OOH and how it’s primarily powered by the “Digital” or alternative side of the business…

 The report was done by Outdoor Advertising Association of America (OAAA) - which has been around since 1887 or something silly.

The high-level details:

  • ad spending on the outdoor media it tracks rose 7.9% during the second quarter of 2007, far ahead of the pace of most traditional media this year
  • ad spending in out-of-home media surged 12% in 2006 to $7.06 billion
  • ad spending is projected to grow 12.3% this year to $7.93 billion. Over the next four years, it is projected to rise at a compound average rate of 13%, reaching $12.99 billion in 2011.
  • the average American’s exposure to outdoor media rose by three hours last year to 133 hours in 2006, and is projected to climb to 154 hours by 2011.

I loved the last quote from the report as it helps our industry a ton and the iBankers on Wall Street are watching this closely:

“Brand marketers sought more effective media to connect with elusive consumers spending more time outside their homes,” notes the VSS report. “While the traditional out-of-home media subsegment produced solid growth in 2006, the primary growth driver was the alternative media business including video advertising networks, digital billboards, and alternative ambient advertising.”

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Comments

2 Responses to “Outdoor Ad Spending Rise Powered By Digital Signage”

  1. Pramod Kumar on August 11th, 2007 12:07 am

    These days the major headache for the ad people/Media planner of the companies is to make the people watch advertisement. People spending less time at home to watch TV commercials and availability of a wide range of entertainment mix make them switch the channel at the time of advertisement. Now the astute choice is to advertise OOH, where mass is spending big time. It might be indoor as well as outdoor media using the mediums like LEDs, LCDs and Scrollers as the dynamic tool. [SNIP]Self promo deleted[SNIP/]

  2. Expedition Camper on July 23rd, 2008 2:10 pm

    I dont mind out-door advertising because I can look at it or just ignore it.

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