Mon, October 16, 2006
Get ready to beef up those outdoor advertising budgets as advancements in technology continue to open many new opportunities for advertisers. According to the story, "Digital out-of-home"networks are popping up virtually everywhere: in stores, in theaters, in health clubs, in office buildings, and perhaps most importantly of all, on media planning flowcharts. The new networks, a subset of the outdoor media industry that is sometimes referred to as place-based television, are growing at a rate of about 10 new per month, according to a new report being released this week by marketing consultants Profitable Channels. The report estimates that the 700 digital out-of-home networks launched since 2002 will account for $1.2 billion in national ad spending this year, making it the size of a major network TV daypart."
Why the rapid growth? Well, first it gives advertisers the ability to deliver rich advertising (sight, sound, motion) like you would on Television but, unlike TV, allows you to put your message one step closer to the consumer during their purchasing process.
For an industry that often relies heavily on 'walk-up' sales from tourists, this is clearly a tremendous growth opportunity for Broadway marketers to continue to explore as new advancements are being made every passing day.
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