Outdoor Advertising: A New Look
You ain’t seen nuthin’ yet.
Outdoor advertising has been around as long as advertising itself, but the old medium is showing new life.
In fact, as digital, video and wireless technologies redefine the sector over the next few years, out-of-home will rank second only to Internet advertising in ad spending growth.
eMarketer projects that US outdoor advertising revenues will rise from $6.8 billion in 2006 to $10.2 billion in 2011.
"Outdoor advertising is bucking the trend," says Ben Macklin, eMarketer Senior Analyst and author of the new report, Outdoor Advertising: A New Look. "While other traditional advertising sectors are struggling to adapt to increasingly fragmented audiences and changing media consumption patterns, the out-of-home advertising sector is actually reaping the benefits of the evolving media landscape."
Unlike TV or radio, out-of-home advertising is immune to channel or Web surfing and digital and video technologies are making the medium more compelling and effective.
As an example of the opportunities that new technologies are opening up, out-of-home video advertising networks will comprise the largest component of what is described as the "alternative" out-of-home advertising sector.
Read more - eMarketer
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