MediaBuyerPlanner: Outdoor advertising should remain the fastest growing medium behind the internet, with a 6.7 percent growth rate, according to Veronis Suhler Stevenson.
That growth will launch spending to $7.25 billion for the year. PricewaterhouseCoopers expects an even higher rate of growth, at 7.9 percent, writes Mediaweek. Among outdoor venues, cinema and transit advertising could grow by 10 to 12 percent, says Stephen Freitas, CMO of the Outdoor Advertising Association of America, while plain old billboards should account for some 60 percent of outdoor business in 2007.
Place-based media buys will expand at sports stadiums and transit hubs, and digital technology will continue to shape the future of the outdoor medium. Digital billboards, particularly, are set for growth. Clear Channel Outdoor, for example, currently runs digital billboard networks in several cities.
Interactive media buys will increase, as well, with major brands continuing to explore texting, Bluetooth and WiFi as new ways to reach consumers.
Measurement, too, should improve. The Traffic Audit Bureau is preparing to unveil metrics that it expects will help advertisers calculate their outdoor campaign’s ROI.
The industry is also expected to go green in the coming year, with eco-friendly initiatives such as paste-free posters and solar power becoming more prevalent.
Related stories:
- Clear Channel Buyout Signals Growth of Outdoor Market
- CC Outdoor Unveils Digital Billboard Nets in Two Cities
- JCDecaux Debuts First Network of Updated Digital Ink Displays
- Outdoor Grows 11 Percent in March, Trails Only the Internet
- Digital Signage Solution Helps Retailers Maximize Message
- Digital Billboards: The Wave of the Future
- CBS Clips Streamed by Billboards to Bluetooth Devices
- Bluetooth Marketing Faces Privacy Concerns
