Digital Out-of-Home Alternative Advertising Forecasted to Expand
Digital out-of-home advertising totaled $2.43 billion in 2008. PQ Media predicts that this figure will grow via a 12.9% compound annual growth rate during the next 4 years. Many advertisers think of traditional billboards as standard out-of-home marketing but digital technology has changed the industry. Alternative out-of-home advertising includes a wide range of forms such as video screens, digital displays and ambient advertising.
In a recent article for SelfServiceWorld, Caroline Cooper points out that companies are finding new ways to combine the power of kiosks and marketing. Cooper highlights Nuvo Technologies and Hercules Networks, two firms who have found appealing applications for kiosks. The companies deploy kiosk stations which are designed to allow as many as 24 users to simultaneously charge their mobile phones. While they wait, users, who often aren’t charged a fee, view advertising. In some cases, the advertising is interactive with touch-screen applications which allow users to learn more about a specific product or service. These kiosks are being deployed at trade shows, airports, amusement parks and arenas.
As technology and marketing continue to evolve, expect more clever applications to appear in the growing out-of-home advertising market.[Source: Cooper, Caroline. Digital advertising growth drives new kiosk application. Selfserviceworld. July 2009]