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BizReport : Advertising archives : October 29, 2008

Forecast: Digital Out of Home spend to increase

With most advertising avenues expecting a decrease is spending - from marketers and from consumers - over the next year, a new report from PQ Media could be of interest. According to the report, Digital Out Of Home (DOOH) ad spending will increase over the next four years.

by Kristina Knight

The increase will be at a slower pace than in years past, however, an increase is an increase.

Researchers predict that the United States' largest brands - primarily those in the Fortune 500 ranks - will continue to spend the most on digital out of home. What is DOOH? It is digital advertising that, quite simply, engages the consumer who is 'on the town'. The ad mechanism includes digital billboards and video ad networks. In 2007, the spend reached $2.18 billion and this year is expected to reach $2.4 billion.

"Marketers for time immemorial have been looking for ways to influence consemrs at points of decision and Digital Out-of-Home has emerged as a key component of that solution," said Patrick Quinn, President and CEO of PQ Media. "The timing in terms of the economy and shifting media landscape is propelling brands to embrace digital platforms."

Researchers further predict that DOOH advertising and mobile will continue to mesh over the forecast period and suggests that venue-based ads, those which target consumers at the theater or during their commute, will see high growth.

Tags: digital out of home ads, DOOH, PQ Media

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