Digital Out-of-Home Marketing Space Race

• Posted: Wednesday, April 09, 2008
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• Author: pradhana
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• Filed under: Marketing

“I think that I shall never see a billboard lovely as a tree. Perhaps unless the billboards fall, I’ll never see a tree at all.”

Ogden Nash's wry take on outdoor advertising is becoming apt indoors as well. Subways, shopping malls, buses, airports, taxis, office buildings, gyms, elevators, public bathrooms and just about anywhere there is a captive audience, you'll find an ad.

These ads, which have traditionally fallen into the "Outdoor" category, are now better described as "Out-of-Home (OOH)." TNS Media Intelligence data released in March 2008 put outdoor ad spending at more than $4 billion in 2007.

Not only are OOH ads becoming ubiquitous, they're going high-tech. More billboard networks are adding digital signage, which may be changed often and remotely. Plasma screens in malls are changed regularly with current offers.

A joint study by the Outdoor Advertising Association of America, PriceWaterhouseCoopers and Wilkofsky Gruen Associates entitled "Global Entertainment and Media Outlook, 2007-2011" categorized such emerging OOH ads as "alternative," and said that along with street furniture and transit ads they would account for more than $3.3 billion in 2011 revenue.

Read more - eMarketer

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