If there's one bright spot in the 2008 marketing picture, it's digital out-of-home (OOH) marketing. This category includes digital billboards as well as video ads displayed in malls and stores. Though still dwarfed by other types of marketing, the segment's projected value in 2008, according to PQ Media, will reach $2.43 billion. Look for this segment to maintain an annual growth rate in excess of 10% for the next two to three years.
PQ Media reports the following industries were the highest users of digital OOH marketing in 2007:
- Consumer Packaged Goods and Electronics
- Media & Entertainment
- Food & Drink
Research concerns such as PQ Media, Arbitron and the Outdoor Advertising Association of America believe digital OOH marketing efforts will increase because younger consumers engage more with trendier forms of marketing and many consumers in general are consuming less traditional media at home. Are you including digital OOH in your media buys for clients?[Sources: PQ Media release; OAAA]