Survey: 42% Of Marketers To Increase DO Spend

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Some 42% of agency and brand marketers plan to increase their spending on digital out-of-home video advertising, according to a survey by Adcentricity, which aggregates digital out-of-home video networks, positioning itself as an adjunct to media planning and buying. If their predictions hold true, this holds out hope for a return to strong growth for the new medium as the economy begins to recover.

Adcentricity's new study, titled "2010 Digital Out-of-Home Outlook & Planning Guide," predicts that total DO spending will hit $2.6 billion in 2009 and over $4.5 billion in 2013, from a cumulative annual growth rate of about 15% from 2010-2013. According to the Adcentricity projections, that means DO will garner just over 44% of all out-of-home spending in 2013.

This revenue growth will be driven by several factors, according to Adcentricity. In terms of infrastructure, 38% of DO network operators plan to invest between $1 million and $10 million in expanding or improving their networks, including content offerings, ad-serving and measurability. Twenty percent of those surveyed plan to expand their networks to include over 1,000 screens.

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Adcentricity also pointed to growing awareness of the medium's potential among advertisers. On this front, it noted that DO reaches 67% of Americans over the age of 18 on a monthly basis. Furthermore, the medium makes a big impression, partly because of its ability to reach consumers via multiple venues.

Screens in retail venues -- like grocery stores and shopping malls -- reach 53% of Americans over the age of 18 on a monthly basis, while displays in gas stations and movie theaters reach over 20%. Among people who noticed DO displays, 76% recalled seeing them at more than one venue.

Altogether, Adcentricity's tally of DO venue categories found over 70 discrete types of location -- each with unique characteristics attracting a certain kind of consumer and suitable for certain kinds of ad messaging.

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