ADCENTRICITY: DOOH spend to exceed $4 billion by 2013

Digital Out of Home (DOOH) advertising is expected to see substantial growth over the next two years according to a new forecast. Experts with ADCENTRICITY predict that the DOOH media spend will exceed $4.5 billion by 2013, with Consumer Packaged Goods (CPG) marketers shifting large amounts of their budgets into the space.

by Kristina Knight

As consumers become more connected, this report suggests it will become more important for brands to engage and connect with consumers where they make buying decisions - many times this is in the mall or shopping center rather than at home.

"The massive shift of brand dollars into shopper marketing demonstrates the importance 'physical' locations and active consumer environments hold in marketing initiatives. DOOH is at the heart of this new approach and can play a vital role," said Jeff Atley, co-founder and CMO of Adcentricity.

Targeting options will also help marketers move their budgets because DOOH is one option which allows for targeting to the zip code or venue level.

"2011 will bring major industry changes to DOOH; from acquisitions, cross media capabilities and alliances to an increase of major brands utilizing the format," said Atley. "The medium is proving successful for marketers. Young companies have been replaced or rolled into larger, more seasoned companies, with major media companies now investing in DOOH. Marketers are increasingly shifting dollars to this new medium because it's addressable, interesting, effective and an efficient, proven tool for targeting active consumers when they are away from the home and moving through their busy days."

Meanwhile, research shows that the Healthcare category was the big DOOH spender for Q4 2010, along with Personal Care and Medicine/Remedies. The Financial category also made a strong Q4 showing in DOOH.

Tags: ADCENTRICITY, advertising, digital out of home advertising, DOOH spend