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A new report from BIA/Kelsey has confirmed what everyone in the industry already seems to know: digital out-of-home (DOOH) spending will skyrocket in coming years.
The medium is expected to increase at an annual rate of 13.5% annually, from $2.2 billion in 2009 to $3.7 billion in 2013, by far outdistancing traditional out-of-home’s 1.4% growth (which will grow from $4.4 billion to $4.6 billion).
Growth of DOOH - which is made up of digital billboards and place-based digital networks - will be driven as the buying process becomes more integrated, making it easier for advertisers to purchase DOOH and reach scale.
Currently, billboards account for 66% of all out-of-home revenues.
ZenithOptimedia’s latest projection forecasts that outdoor, along with TV and cinema, will return to positive growth in 2010
Mitch Drew
mitchdrewmedia@gmail.com
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