New York City has a well-deserved reputation for having the biggest, bestest, fanciest, and most expensive version of everything, and this includes billboards. So it comes as no surprise that the owner of One Times Square is raking in over $20 million a year from renting digital billboard space. The Wall Street Journal dug up some public financial statements from the owners of One Times Square, who filed the documents as part of a refinancing deal, and discovered that the digital billboard rented by Dunkin' Donuts (displaying products, user-generated content from social media, and so on) costs the pastry titan ...
With a large amount of foot traffic from well-heeled consumers in a captive environment, airports are a natural choice for digital out-of-home video, and the marketplace has been heating up over the last year.
In a big reversal for Clear Channel Outdoor and CBS Outdoor, earlier this week an appellate court ruled that permits for 100 digital billboards around Los Angeles are void, because the L.A. City Council had no right to issue them under the city's own laws. This means that, barring some outside intervention by a higher court at the state or federal level, Clear Channel and CBS will have to dismantle the digital billboards.
Spectrio, which specializes in video-based marketing, has chosen Wovenmedia to provide cloud-based video publishing support that will allow Spectrio to create and manage branded video channels for digital out-of-home display nationwide, including place-based networks reaching audiences in healthcare, automobile, and quick-service-food venues.
OnCampus Media has partnered with Barnes & Noble College Marketing to create a digital TV network consisting of over 800 screens at 400 Barnes & Noble locations at colleges and universities around the country.
Well, thank goodness for that: urination-based digital out-of-home media got a vote of confidence with the announcement that Captive Media, a British startup that operates interactive displays linked to urinals in men's restrooms, has raised $700,000 of funding to help expand its network.
Cinema advertising continues to contribute to digital out-of-home's overall growth, with positive third quarter results from National CineMedia, the larger of two dominant cinema advertising networks in the U.S. However, NCM also cautioned that fourth quarter results might not be as strong, reflecting continuing economic uncertainty.
With its car culture, freeways, and numerous billboards, Los Angeles is often integral to outdoor advertising trends -- which has recently included the backlash against the "visual clutter" of outdoor advertising, with a particular focus on digital billboards. But after a six-year battle, the LA City Council reached an agreement that may be regarded as at least a partial victory for digital billboards.
Monster Media, which operates interactive digital displays in high-traffic venues, is integrating transactional functions into its installations in airports, the company announced last week.
Everyone who follows the digital out-of-home advertising business knows it's growing fast, and now there are some firm figures for evidence, courtesy of the Digital Place-based Advertising Association. According to the DPAA, total DOOH advertising revenues grew 11.8% in the first half of 2012 compared to the same period in 2011; that's more than six times the growth rate for the media industry overall, which edged up 1.9% in the first six months of the year.