Out-of-Home Tops 11% Of Global Digital Ad Spend

Digital out-of-home media, including place-based video networks, are one of the fastest-growing sectors of the so-called “Digital and Alternative Media” (DAM)  marketplaces, according to a new report released this week by media industry economist PQ Media. The report estimates that the out-of-home sector now represents 11.1% of the $104 billion global marketplace for DAM advertising.

The Internet, not surprisingly, accounts for the lion’s share (73.3%), mobile ranks third (10.9%), and “other” represent 4.6%.

The overall DAM market is expanding much more rapidly than the total advertising marketplace -- growing 15.6% in 2012, according to PQ, which attributed it partly to “increased media consumption outside homes.”

The digital and alternative out-of-home ad category includes place-based networks, digital billboards and signage, and ambient out-of-home media.
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