Adcentricity's new study, titled "2010 Digital Out-of-Home Outlook & Planning Guide," predicts that total DOV 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 201 to 2013. According to the Adcentricity projections, that means that DOV 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 DOV 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.
Adcentricity also pointed to growing awareness of the medium's potential among advertisers. On this front, it noted that DOV 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 DOV displays, 76% recalled seeing them at more than one venue.
Altogether, Adcentricity's tally of DOV 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.