Digital out of home marketing predicted to increase

Whether it’s a transit station, taxi cab or night club, more marketers are using digital out of home advertising to reach consumers. The increasingly popularity of video advertising has quickly spread past the online world and into digital  (out of home) OOH. Adcentricity reports that up to 4 out of 10 marketers will increase spending in this area between 2009 and 2013. In particular, Adcentricity 1067752_empty_signanalysts predict a cumulative growth rate of nearly 15% between 2010 and 2013.  The total ad spend for this segment will climb from $2.6 billion in 2009 to $4.5 billion in 2013.

Here are a few statistics on the reach of  digital OOH according to Adcentricity:

  • Consumers who recall seeing a digital OOH screen in the past month: 67%
  • Consumers who recall seeing a digital screen in shopping malls: 31%
  • Consumers who recall seeing a digital screen in grocery stores: 30%
  • Consumers who recall seeing a digital screen in retail stores: 29%

More women than men report seeing these screens in doctors’ offices (51%) and movie theaters (51%). Men seem to be more apt to notice digital screens in drug stores (56%), convenience stores (59%), and elevators (64%).

AdCentricity believes growth in this medium will stem from increased investment by network operators who are building out infrastructure to support new demand, more awareness by advertisers about this updated form of marketing and high recall rates reported by consumers. It looks like venues frequented by consumers will soon be sporting more screens touting digital messages.

[Source: AdCentricity Media Kit, September 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.