February showed strong signs of growth for the OOH industry. PQ Media released its latest forecast, MediaPost highlighted place-based marketing’s unique reach, and several large DOOH networks formed game-changing partnerships & mergers. See our top 5 news picks of the month:
1. Seeing Double: Digital Out-of-Home’s Two-Digit Outlook
MediaPost
February 23, 2011
Digital out-of-home advertising had a blockbuster year in 2010, and is on course for more double-digit growth in 2011, according to the latest forecast from PQ Media. Those results are detailed in the most recent edition of its annual survey of this burgeoning marketplace, “PQ Media Global Digital Out-of-Home Media Forecast 2011-2015.”
2. Place-based Marketing Reaches Elusive Demographic
MediaPost
February 22, 2011
When Syfy scored record-breaking ratings in the 18-34 demo with its new series “Being Human,” it made me sit up and take notice. There was an important contributing factor to that success: the use of place-based media as part of the program’s marketing campaign.
3. Outcast Media Creates Industry-Leading Place-Based Network with Merger of PumpTop TV and Health Club Media Network
Outcast Media
February 14, 2011
SANTA MONICA, Calif. ‘€“ Feb. 14, 2011 ‘€“ Outcast Media solidified its leadership position in the fast-growing place-based advertising industry today by announcing a merger with its long-time joint venture partner PumpTop TV, as well as, an expansion into the fitness vertical through a merger with Health Club Media Network (HCMN), the largest advertising company in the health club industry. Together, this total network creates unprecedented scale by reaching on-the-go consumers in more than 5,000 gas stations and health clubs, combined in 130 U.S. markets.
4. Targetcast Partners with Titan
DailyDOOH
February 22, 2011
Titan takes over the exclusive advertising sales and marketing for TargetCast. The move will help advertisers reach active on-the-go consumers through 360 degree campaigns through their day from 6 a.m. to midnight, whether it be in transit, coffee shops or casual dining settings in top DMAs across the U.S.
5. Accelerating Growth Trough Private Equity
Why Digital Out-of-Home Media is capturing the Attention of Private Equity Investors
ScreenMedia Daily
February 14, 2011
NEW YORK, NY’€” February 14, 2011’€”One of the challenges that advertisers face is finding effective ways to deliver their messages in a landscape where consumers have become increasingly more mobile, and the range of delivery platforms more diverse. Messages move at a higher velocity than in the past, media is multichannel, and it’s become increasingly more interactive. As society becomes increasingly more mobile, the methods in which people consume media have also become more flexible. These changes are having a profound impact on consumer behavior.
