PQ Media has released the US Digital Out-of-Home Media Forecast 2016, the 9th installment in our Digital Out-of-Home Media Forecast Series, the US & Global DOOH industry's performance benchmark for the past decade. The DOOH Media Forecast set the standard for comprehensive and in-depth market intelligence covering this emerging media segment in 2007 and, today, it remains the only primary source for credible and consistent data and analyses tracking DOOH operator revenues and consumer exposure to DOOH media.
This is why the world's leading industry stakeholders - from C-level executives and management consultants to media buyers and investment professionals - count on the DOOH Media Forecast to deliver the critical data, analysis and insights they need to succeed in a rapidly changing media & technology ecosystem.
With economic uncertainty, technological disruption and transforming market dynamics, are you and your team prepared to navigate the tectonic shifts reshaping the media & technology landscape? In an era of lightning quick changes, accelerating technology upgrades and increasingly hard-to-reach mobile consumers, it's never been more important to have access to reliable and actionable market research to ensure you're equipped to make smarter, faster business decisions in today's hyper-competitive market.
Enter PQ Media's new US Digital Out-of-Home Media Forecast 2016, driven by our proprietary methodology, exclusive industry databases and venerable Global Opinion Leader Panel, delivers unmatched breadth and depth of intelligent data covering the world's largest DOOH market. Our analysts diligently research, track and project DOOH operator revenues, consumer exposure time and their growth trajectories based on exclusive analyses of the key growth drivers and critical market challenges impacting the industry's long-term growth prospects. More specifically, the new US-focused report provides you with:
Key performance indicators (KPIs) from the new Forecast show that DOOH media verticals which stuttered in 2014, due to myriad challenges, rebounded strongly in 2015 to post the sector's highest growth rate since the Great Recession. After posting a sharply slower 3.1% growth rate in 2014, DOOH media operators bounced back to notch an accelerated 11% revenue gain in 2015 to $2.71 billion. Meanwhile, consumer DOOH media exposure increased 4% in 2015 to approximately 51 minutes per week, continuing a multi-year upward trend that places DOOH among the fastest-growing segments of the broader media industry.
KPI pacing data from the first half of 2016 portend another full year of growth, but will it be accelerated or decelerated expansion compared to last year? Are brand marketers shifting budgets to the TV coverage of the Summer Olympics, a strategy that impacted DOOH in 2012 and 2014? And what of the future? Is strong growth sustainable over the long term and has industry consolidation completed its important cycle?
Further, DOOH operators have been scrambling to integrate new technology in recent years, such as mobile beacons in retail venues and programmatic capabilities to make the media buying process more efficient. But several challenges continue to shadow operators of place-based video networks, digital signage & billboards, and interactive kiosks, including standardized industry measurement, efforts to differentiate media assets, better communicating their advantages, and proving their value in the cross-media campaign mix.
With consumers increasingly accessing media outside the home, brand marketers need to determine the most efficient ways to engage the young, on-the-go, always-connected American audience with targeted messages. As such, key DOOH stakeholders like you need the intelligent data delivered by the industry's go-to benchmark, which includes other key features, such as:
The US DOOH Forecast is the first of two Out-of-Home Media reports PQ Media will publish in 2016. Coming soon: the first-ever Global OOH Media Forecast 2016, the first source to examine the entire OOH Media landscape worldwide, with exclusive drill-down profiles on the Top 20 OOH Media Markets.
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