Digital Out-of-Home Ad Spend Rises

http://www.brandweek.com/bw/content_display/news-and-features/shopper-marketing/e3if40aadb1b179f42a8dab44bbdd36ca0c
The Digital Place-based Advertising Association reported that spending on digital place-based video networks grew 25 percent in the first half of 2009.

The DPAA's figure, estimated by Miller Kaplan Arase, did not include cinema advertising, which makes up more than half of the dollars spent in the digital place-based out-of-home market. That makes the overall impact of the medium difficult to gauge.

PQ Media, publisher of the Global Digital Out-of-Home Media Forecast, estimated that the total digital OOH network ad spend—including all 211 networks in five major venue categories (cinema, retail, office, entertainment and transit)—grew 10 percent to 15 percent in the first half of the year. Cinema grew about 8 percent to 10 percent.

"The growth rates and activity in this sector are very encouraging," said Kris Magel, evp, director of national broadcast at Initiative. "It's an indication that place-based media is moving beyond the startup phase and becoming a viable medium that is here to stay—and one that is very complementary to more traditional video media options."

Including cinema, the DPAA estimated total advertising for digital pace-based media was more than $1 billion.