Aug
11
Less Reach on Traditional OOH? VSS/PQ Says Yes OAAA Says No
Filed Under Advertising, Digital Signage, digital ooh, metrics
As a follow up to my last post on gas prices affecting OOH performance, Mediapost has an article on exactly this topic. Apparently the OAAA issued a rebuttal to VSS and PQ Media’s report saying Reach/Frequency was down on Outdoor ads.
Apparently the OAAA claims that absolutely nothing has changed, even though consumer patterns have. Hmm…well um…okaaaay. I find that a little hard to believe but they assert that they have just as much in public transportation, subways and the like that they still get the coverage. I’d hate to be an outdoor company with just interstate oriented billboards at this point. The OAAA haven’t stated any data or support to back up their claims but as the author of the article mentiones, it’s kinda funny to see the OAAA on the defensive only a year after they happily pronounced some of their best auto traffic increases – don’tcha hate the taste of crow?
This does however support my point that DOOH in retail and place based areas should see definitive traffic pattern shifts to their benefit.
The interesting thing is VSS remains positive on OOH and has increased their forecast for the entire OOH sector to 12 Billion, double every other traditional medium
Sphere: Related ContentBut VSS remains positive about out-of-home advertising, forecasting a cumulative annual growth rate of 10.3% through 2012. At this clip, out-of-home ad revenues should rise from $7.9 billion in 2007 to $12.9 billion in 2012. That’s more than double the projected growth rate for advertising in general, which VSS pegs at 4.3% per year through 2012.
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