Digital Out-of-Home Media Spending (US$ in Billions)
Media Spend ($Billion)
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)
Digital OOH Audience Past Month
Retail or department store
Doctors office or hospital
Stadium or arena
Riding public transit
Waiting for public transit
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 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.
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