All Eyes on Outdoor Video Advertising

• Posted: Tuesday, January 01, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Advertising, Market Survey

By Ben Macklin, Senior Analyst

Outdoor advertising is experiencing a new lease on life as a result of emerging digital, video and wireless technologies. A key driver of this evolving market is the growth of video content and advertising in out-of-home locations.

Outdoor video advertising networks constitute the largest component of what is described as the "alternative" out-of-home advertising sector.

Out-of-home video is a similar concept to narrowcasting. It's video content and advertising distributed to captive audiences in retail outlets, transit vehicles, office buildings, shopping malls, theaters, bars and restaurants, gas stations, hotels and gyms, and other places. The falling costs of flat-panel LCDs, combined with the emergence of IP and wireless Internet technologies, are driving the out-of-home video advertising market.

eMarketer forecasts that out-of-home video advertising spending in the United States will total $2.3 billion in 2011, up from $1.3 billion in 2007.

According to InfoTrends, at the end of 2006, the North American narrowcasting industry was valued at $1.1 billion with an installed base of 630,000 screens at 97,000 sites. By 2011, total revenues are expected to reach nearly $2.6 billion, which corresponds closely with eMarketer’s projection of out-of-home video advertising spending for the US.

Read more - eMarketer

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