The mobile lifestyle of consumers is making the outdoor advertising category a strong growth area, as it rates only second to the Internet for ad spending growth. It's projected it will reach $2.25 billion in the U.S. by 2011. That's solid growth when you contrast it to the $1.26 billion it reached in 2007.
“Outdoor advertising is bucking the trend,” says Ben Macklin, eMarketer senior analyst and author of a new report, Outdoor Advertising: A New Look. “While other traditional advertising sectors are struggling to adapt to increasingly fragmented audiences and changing media consumption patterns, the out-of-home advertising sector is actually reaping the benefits of the evolving media landscape.”
This is unsurprising, because of the continuing trend of people spending so much time out of their homes. That fact makes places they congregate or go to significant opportunities to reach them at.
Some of the targeted areas are elevators, malls, theaters, bars, gas stations, various transit vehicles, retail outlets, gyms and hotels.
Those that are making their advertising more compelling and interesting, have great opportunities to reach consumers in these areas, as many times they look for distractions while they're on the move.
Because nobody can turn it off or surf to something else, the future looks good for the medium.
Another reason it's being adopted quickly is the dropping prices of flat panel LCDs, the chief carrier of the advertising, along with growing wireless and IP emergence.
Comment Preview