As the global economy continues to weaken, traditional media advertising dollars continue their migration to alternative media, and specifically digital out-of-home (OOH), in the US and abroad, as the seminal transition taking place across the media landscape continues to accelerate.
This first-ever primary research into the global digital OOH market, reports rapid growth of 22% to $5.4 billion in 2007, and an anticipated increase of 13% to $6.1 billion in 2008. However, after growing at over 20 percent every year from 2002-2007, US growth in digital OOH media is expected to go through a shakeout, with a dip to 9.1% in 2009, bouncing back to 12.8% in 2010 as conditions improve. The US accounts for 40% of the global DOOH industry, but that percentage is expected to decline over time. Key international markets include the UK, Japan, France, Germany, Russia, and China, with the Chinese market benefitting from the impact and innovation of Olympic marketing.
The DOOH media sector, first identified and defined by PQ Media in 2007, helps advertisers engage consumers during their daily routines in captive environments, with innovative technologies such as digital billboards and video advertising networks in offices, retail, theater, and transit. Patrick Quinn, president and CEO of PQ Media has said, "Digital Out-of-Home media is emerging as a key component of a new advertising model as marketers search to engage and influence consumers at points of decision. Our research shows the timing in terms of the economy and shifting media landscape is propelling brands to embrace digital platforms."
This exclusive 125 page report is intended to provide media stakeholders with unique global strategies for first mover advantage and growth through its breadth of data, analysis and commentary on this potentially game-changing platform. It includes 24 tables & charts, more than 1,000 digital OOH providers identified by sub-segment, 600 from the US, as well as a convenient summary of the just released Out-of-home Advertising Bureau (OVAB) Audience Metrics Guidelines.
Download a free Executive Summary, including the table of contents (PDF).