Out Sized: Aegis' Posterscope Launches Digital Unit
The announcement comes as the medium continues to boom, with year-over-year revenue growth second only to the Internet. Digital out-of-home growth is credited with driving the high growth rate of the out-of-home category generally, as big outdoor ad companies rush to install digital displays nationwide.
Posterscope President Todd Hansen says the growth of alternative media has "outpaced that of the overall advertising industry," adding that research proves "digital outdoor has greater recall and is viewed by consumers as more favorable and educational."
Earlier this week, Lamar Outdoor President Sean Reilly announced plans to add about 150 digital billboards to the company's network by the end of 2007. Clear Channel Outdoor and CBS Outdoor are also aggressively expanding their digital inventory--including Clear Channel Spectacolor's plans for an entire city center comprised of huge digital displays in Westgate, Arizona, a suburb of Phoenix.
Finally, new technologies are also set to deliver low-cost, low-power alternatives to LED displays, including MagInk, developed by an Israeli company, and new ultra-thin video displays from Sony and Philips.
Ryan Laul, Hyperspace's managing director, says the media world is evolving at record speed and the "out-of-home sector is changing faster than any other medium. Advances with mobile devices, digital screen technology and electronic substrates are changing the out of home landscape." Such technology, he adds, helps clients interact with consumers in a more "effective" way. Hyperspace's early clients include Lifetime Television, TiVo, Pernod Ricard, Motorola, Hyundai Kia, Pfizer, VH1 and Reebok.