Digital out-of-home video will enjoy another banner year in 2011, according to Adcentricity, which operates a Web-based platform aggregating DO networks serving media buyers and advertisers.
Total DO revenues are expected to rise to $4.5 billion in 2013, Adcentricity predicts -- up from about $2.6 billion in 2009 and $3.1 billion in 2010, per figures from PQ Media cited by Adcentricity.
Adcentricity co-founder and CMO Jeff Atley expects another round of new acquisitions, alliances -- and, yes, attrition -- in 2011, continuing trends that emerged over the last couple of years, as "young companies have been replaced or rolled into larger, more seasoned companies."
The market will also expand significantly, "with major media companies now investing in DOOH," as marketers increasingly recognize its utility for reaching consumers on the go, in an ever-more fragmented media marketplace.
Meanwhile, revenue growth will be led by big increases in a few key areas -- including retail venues, where consumer packaged-goods companies are spending more on in-store shopper marketing strategies to take advantage of the proximity to point-of-purchase.
The last quarter of 2010 also saw significant increases in new categories, including health care and medicines and remedies. This will probably mean more spending on venues, including pharmacies and doctor's offices.
The Adcentricity overview also noted DO's strengths as an advertising platform: The medium now reaches 67% of U.S. adults over the age of 18 each month, according to figures from Arbitron cited in the report.