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Summary of 2011 Global Advertising Expenditure Forecast by ZenithOptimedia

ZenithOptimedia has revised its global advertising expenditure forecast for 2011. Below is a quick summary of stats outlined by Stephen McCluskey in a recent MediaPost article.

How do you feel the predictions will match up to actual spend at the end of 2011? Leave your response in the comments section below.

Summary of 2011 Global Advertising Expenditure Forecast by ZenithOptimedia:

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Growth of Digital Signage Report

According to a new market research report, the marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen decline in traditional print advertisements in newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage. Given its ability to use vibrant, media-rich messages to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment. The market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems.

Against a backdrop of a digitalized world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years.

Falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market in the post recession period. Low hardware costs, and declining software development costs have made systems, such as, media players, and display units like LCD displays cheaper and affordable. While the retail sector remains the prime end-user of digital signage technologies, evolving application areas, such as in financial services, transportation and hospitality are forecast to generate steam in the upcoming years. Companies poised to gain will be those capable of providing end-to-end digital signage solutions encompassing installation, consulting, content creation, content management and support.

Developing countries in Asia, Latin America, and Middle East are forecast to drive future gains in the market. The retail boom in countries like China, Singapore, Malaysia and Thailand, UAE, Hong Kong, and India, among others, provides a strong business case for new installations of digital signage systems. Major application areas in these regions include public notices and real-time weather forecasts among others. Opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers. Industrialization will remain a key factor indirectly driving growth in the marketplace. Development of transportation networks, public infrastructure, new construction of commercial buildings will create demand for digital signage in public spaces. The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.

As stated by the new market research report on Digital Signage Systems, the US represents the largest regional market worldwide. Asia-Pacific is the fastest growing regional market with dollar sales growing at a CAGR of about 22% over the analysis period. By product, digital signage displays represents the largest segment, while digital signage software represents the fastest growing segment, waxing at a CAGR of about 25% over the analysis period.

The research report titled “Digital Signage Systems: A Global Strategic Business Report” announced by Global Industry Analysts, Inc., provides a comprehensive review of market trends, drivers, company profiles and key strategic industry activities. The report analyzes the global Digital Signage Systems market by all major geographic markets, including US, Canada, Japan, Europe (France, Germany, Italy, United Kingdom, Spain, Russia and Rest of Europe), Asia-Pacific, Middle East & Africa and Latin America. Product segments analyzed include Displays, Set Top Boxes and Media Players, Software, among others.

Click for more details about the market research report

DOmedia’s Picks For the Most Newsworthy Content

Top 5

This past month was digital heavy. Susan Danaher explained how the digital place-based industry can move forward together, DOmedia broke 500 media sellers searchable in the largest OOH Marketplace, Digital Signage Today released an eye-catching DOOH InfoGraphic, and indoorDIRECT bagged the Taco Bell deal. See our our top news picks from the last month (ish).

1. Susan Danaher Explains What It Will Take to Move Industry Forward
DOmedia Blog – July 5, 2011

Sue Danaher, President of the Digital Place-based Advertising Association (DPAA) explains what it will take for the industry to move forward. Standardization, creative execution, increasing awareness and accountable measurement are just a few of the topics covered in this post by the industry veteran.

2. DOmedia Marketplace Exceeds 500 Media Sellers
DOmedia Blog – July 12, 2011

DOmedia welcomes the latest companies that joined the largest out-of-home media marketplace in the industry. With over 500 media providers listing their media in the DOmedia Marketplace, it is safe to say, if it’s out there, it’s in here!

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DOOH InfoGraphic: It’s All Around Us

I’m loving this DOOH InfoGraphic by Digital Signage Today. I printed one out and put it on my wall at work!

This infographic shows how strategically placed Digital Place-based Advertising Screens and Digital Out of Home Signage can be used to target the consumer in the various venues she visits throughout the day – while in transit, at work, shopping, running errands or socializing.

The growth of the Digital Place-based advertising medium is projected to grow rapidly this year at 16.7% (revenue) and its time agencies and advertisers embrace the medium in the same way they have done with online and now interactive mobile advertising.

Digital Signage: It's all around us   [Infographic]
Digital Signage: It’s all around us [Infographic] compliments of

How can you advertise on Digital Place-based networks in these venues?
Use DOfind, the digital place-based industry’s most powerful search tool, to search by venue, media category, audience demographics and geographic proximity to pinpoint media sellers and screens in your area.

Integrate Social Media and OOH to Let Customers Tell Your Story


Image Provided by LocaModa

Both local and national advertisers are discovering how effective out-of-home (OOH) advertising can be to engage customers and give them the power to tell your story. However, with so many options available to integrate customer endorsements and comments into an out-of-home campaign, it can be overwhelming. Advertisers have many options available including text messaging (SMS), social media, micro-sites, and QR Codes – which can direct customers to custom deals and initiate a conversation.

Using Facebook or Twitter in a digital media campaign can be a ‘€˜real-time’ content call-to-action for consumers. Facebook is powerful because just about everyone already has an account. About half of Facebook’s 500 million people log into the site in any given day, spending over 700 billion minutes per month interacting with pages, groups, friends, and products. What is even more exciting is that there are more than 250 million active users currently accessing the social networking powerhouse through mobile devices, and these users are twice as active than non-mobile users (see more Facebook statistics). Twitter has over 200 million users, 26 million of those active on mobile devices, and averages over 1 billion tweets per week. These social sites provide the ability to measure OOH campaigns through online and social media metrics ‘€“ giving advertisers the more power to leverage OOH media as part of an overall advertising strategy. Social media can also unveil the transparent side of a brand, and consumers tend to support companies that don’t mind exposing themselves.

Social media billboard campaigns can create press-worthy buzz and attract a lot of attention from commuters. One great example of a billboard campaign integrating Facebook was from a local accounting firm in Buffalo, NT – Freed, Maxick & Battaglia. The firm launched a community-based initiative to raise awareness of a local charitable organization. They received quite a lot of PR and drove commuters to a dedicated Facebook page to interact and become ‘€˜friends’ with the company and charity. Many national advertisers are discovering the options available to them as well. Calvin Klein just replaced some racy billboards with a QR Code directing consumers to a video, and Chobani, Greek yogurt used consumer comments from social media in their static billboard designs.

Lamar Advertising came to the public’s rescue when NBC replaced Conan with Jay Leno on the Tonight Show, and legally prohibited Conan from appearing on television. Lamar gave Conan a place to highlight his tweets and entertain the public until the dilemma was over. Digital billboards and a micro-site were used to create a platform for Conan’s tweets. The billboards featured his tweets on digital inventory available in various markets across the country. Within one hour of posting on Facebook, over 1800 users ‘€œliked’€ the page and over 200 commented. Within five (5) days, the website,, had 78,714 total hits, and was mentioned in over 70 online blogs.

McDonald's Angus Burger Billboard
When McDonalds decided to unveil their Angus Third-Pounder in Kansas City, it exclusively dominated all 13 digital billboards in the market for 24 hours. On that day, the Heart of America McDonald’s Co-op held an Angus Activation event featuring consumer endorsements submitted online. The campaign made a big PR splash; the local press – radio, TV and newspaper – covered the campaign extensively, and it made the cover of Nation’s Restaurant News!

The campaign, Angus Honor, received 1.9MM impressions across web, mobile and banners with an interaction rate of 7.31% and an average interaction time of 24 seconds – both almost double the industry standard! The campaign also netted over 5,000 submissions within 20 days. The Honor Angus campaign saw incredible sales results as well – outpacing the rest of the region during the run of the campaign and continuing through post-promotion sustained sales.

As great as these campaigns have been, there are some points of caution to consider before implementing a social media content OOH campaign. First, remember the company is opening up its Facebook page, website, etc. for general consumers to see, and people – even ‘€˜friends’ – don’t always make favorable comments. Next, proactively set up robust filters to stop any comments that may not be suitable for the general public. Third, be sure the company has some existing activity on its Facebook page. Lastly, when the campaign first goes up, the comments should be from connected friends or consumers and not employees pretending to be consumers.

Finding a company who specializes in these technologies can be difficult and overwhelming, but DOmedia can help. We have experienced companies in the DOmedia Marketplace who provide the technology needed to implement a consumer-driven content campaign. DOmedia also has media companies who have implemented these types of campaigns and would be happy to share their experiences with you. Begin your search using DOfind, the industry’s most comprehensive media search tool, or contact our Client Services Team and we will point you in the right direction.

Sources: Outdoor Advertising Association of America; Raman Media Network;