Out-of-Home Digital is Real, Folks!

Brands have to adapt to the the shift in media consumption or "lose millions in brand equity!" Those are not my words but it is the truth! Newspaper is moving online and the bigger players have already witnessed the purchase of a leading ooh digital network (Captivate). Even smaller broadcasters such as Capital Broadcast (who has always focused on new media channels other than broadcast) see the value in interactive, new media channels, digital out-of-home, and mobile. Billions are in broadcast and maybe at some point some more of those dollars will be pulled to new channels that reach the right consumers. The slow and somewhat silent move to test the waters is happening under our noses. In house testing by some of the worlds leading brands has been happening for years and you would be amazed at exactly what data they have complied. With the predicted expansion and growth of the OOH industry I suggest that one of the top 25 advertisers purchase all of the spots on narrowcast networks across the US-that would be a headline itself! I think it could be done; ad spending in the industry is very small at this time compared to TV dollars, print spending and spending on the remaining media outlets.

Out-of-Home Digital Media Is Now Interactive
by
Monte Zweben, Co-founder & Chairman of SeeSaw Networks
Out-of-home digital media is growing explosivelyThe Outdoor Advertising Association of America forecasts that up to 25% of all billboards will be digital in five years and a 2006 Veronis, Suhler, and Stevenson Communications Industry Report forecasts that out-of-home digital media will grow at a rate of over 20% a year. Additionally, Profitable Channels reports that digital out-of-home networks are growing at a rate of about 10 new networks per month. Their report estimates that about 700 digital out-of-home networks have been launched since 2002 and says that the out-of-home digital media industry segment accounted for $1.2 billion in national ad spending in 2006.

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