With consumer attention being increasingly difficult to capture these days, marketers are looking into new formats. For many, the out-of ‑home venue is attractive. The Outdoor Advertising Association of America (OAAA) reports that up to 12,000 new marketers began using out-of-home last quarter and more are expected to do so through the end of the year.
Tag: out of home
Marketers are intent on reaching consumers as they go about their daily business. And they realize that not all consumers are delighted to read advertising on their smart phones. As a result, media planners and buyers have been steadily increasing the amount of money they are spending on digital place-based media or DOOH.
Consumers can’t spend all of their time connected to the Internet through their mobile devices. As consumers travel about, they make great targets for out of home advertising. Marketers are counting on reaching consumers through either DPN (digital place-based networks (DPN) or digital billboards & signage (DBB).
Marketers are shifting more ad money into digital formats these days. The trend is moving into the out of home (OOH) sector as well. The total OOH ad market is thriving but digital is making up a larger share of this market. The latest numbers from Adcentricity show marketers where the OOH segments are booming and which demographics are most likely to remember seeing OOH ads in specific locations.
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 analysts 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.