Digital Out-of-Home Media Spending (US$ in Billions) | |
Year | Media Spend ($Billion) |
2005 | $1.300 |
2007 | 2.100 |
2009 | 2.600 |
2011 | 3.565 |
2013 | 4.530 |
Sources: PQ Media; VSS Forecast, October 2009 |
This projection suggests that DOOH is among the fastest-growing media in North America and will account for 44.1% of all OOH spending by 2013, the report concludes.
The Adcentricity "2010 Digital Out-of-Home Outlook & Planning Guide," also revealed that digital out-of-home advertising currently reaches two-thirds of US residents ages 18+ each month and delivers a fairly representative cross-section of consumers.
Previous Month Digital OOH Audience (Persons Seen Screen x000) | ||
Venue | Digital OOH Audience Past Month | Persons Estimated |
All listed | 67% | 155,519 |
Shopping mall | 31 | 71,957 |
Grocery store | 30 | 69,636 |
Retail or department store | 29 | 67,314 |
Gas station | 22 | 51,066 |
Movie theater | 21 | 48,745 |
Airport | 19 | 44,103 |
Doctors office or hospital | 19 | 44,103 |
Stadium or arena | 18 | 41,781 |
Drug store | 14 | 32,497 |
Restaurant | 14 | 32,497 |
Office building | 11 | 25,533 |
Bar | 8 | 18,569 |
Health club | 7 | 16,248 |
Elevator | 5 | 11,606 |
Riding public transit | 5 | 11,606 |
Waiting for public transit | 4 | 9,285 |
Source: Adcentricity, October 2009 |
Of those who recall seeing digital out-of-home displays in the past month, 76% noticed them at multiple venues, the report says.
Digital out-of-home currently has approximately 112 significant network operators (many running multiple networks) in the US and approximately 45 within Canada who accept third-party advertising. Collectively, there are active media screens in more than 70 venue types each with unique audience and media characteristics to understand.
38% of active digital OOH network operators are planning capital investments of between $1M-$10M to expand their venue and screen capacity in the next 12 months, finds the study. Just less than 20% of them plan on expanding their screen count to more than 1,000 each.
Though digital OOH advertising continues to grow, figures from the Outdoor Advertising Association of America for Q209 revealed that out-of-home revenue declined 18% for the quarter, from $2.2 billion in Q208 to $1.82 billion.
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Love to see more research around Interactive Out of Home (IOOH) so we can begin understanding how an active engagement improves the experience for the audience.
Eric. Happy to fill you in on more details where we can around IOH, which can happen on many levels. I would love to connect at rob {at} adcentricity.com
Clinton, I couldn't agree more and we definitely have evidence, which I'd be happy to discuss. 2 of such examples are actually MPG clients. The frustration for most DOOH partners is that when we do have evidence to support the fact that folks are watching, clients are unwilling to allow any form of public release of said data. This relegates us to use useless stats like "people noticed the screens" as a fall back trying to get the community to recognize that it's a positive option. The 2 MPG campaigns saw definitive sales lift on both counts.