My friends over at Daily DOOH provided a link to an article that's worth reading. Unlinke other media, Out of Home (OOH) has been outpreforming the economy as of late and projections from media analyists Screen Digest/Goldmedia show an inpressive growth curve over the next 4 years.
The report entitled ‘Digital Signage in Europe – The opportunities for digital out-of-home advertising’ examines the digital out-of-home media market in Western Europe and covers what we would term (rather succinctly we think) High Impact, Retail and Captive Audience sectors whereas they cumbersomely have to use the sentence “advertising on digital displays installed at various locations, e.g. airports, stations, trains, supermarkets and other public places”
Screen Digest forecast that digital out-of-home net advertising revenues in Western Europe will quadruple over the next five years from €158m in 2007 to a forecast of €626m by 2012.
Advertising on digital screens will grow from 3.1 per cent of the total out-of-the-home media expenditure in Western Europe to over 10% by 2012
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