With its car culture, freeways, and numerous billboards, Los Angeles is often integral to outdoor advertising trends -- which has recently included the backlash against the "visual clutter" of outdoor advertising, with a particular focus on digital billboards. But after a six-year battle, the LA City Council reached an agreement that may be regarded as at least a partial victory for digital billboards.
Monster Media, which operates interactive digital displays in high-traffic venues, is integrating transactional functions into its installations in airports, the company announced last week.
Everyone who follows the digital out-of-home advertising business knows it's growing fast, and now there are some firm figures for evidence, courtesy of the Digital Place-based Advertising Association. According to the DPAA, total DOOH advertising revenues grew 11.8% in the first half of 2012 compared to the same period in 2011; that's more than six times the growth rate for the media industry overall, which edged up 1.9% in the first six months of the year.
The convergence of digital out-of-home video and mobile marketing is increasing the ability of both channels to reach consumers at the point of sales, as well as allowing marketers to measure the impact of DOOH campaigns more precisely. With these goals in mind, Adspace Networks has launched Clip'd, a platform for delivering mobile coupons to consumers in the retail environment.
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