According to a forecast and industry update report from Adcentricity, 42% of agency and brand marketers plan to increase their digital out-of-home (DOOH) advertising spending through 2009 and the
first half of 2010. Total DOOH spending is on target to hit $4.53 billion by 2013, up from $2.6 billion in 2009.
Digital Out-of-Home Media Spending (US$ 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 video screens in retail locations (including grocery stores, large retailer/department stores, drug stores,
shopping malls or convenience stores) reach more than half of American adults in an average month.
- Digital out-of-home displays at gas stations and movie theaters each reach more
than 20% of US adults per month.
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.
For additional information, please visit Adcentricity here