the 12/12/2007

OOH Media: Opportunities for Brand Marketers

This is in continuous to my series of article on outdoor media. The outdoor display market is not new, but is changing the way people see billboards or posters. The new face of the outdoor media-electronic signage is the name to reckon with, flexibility in setting up, managing content in a cost effective way are some of its attributes. According to report was done by Outdoor Advertising Association of America (OAAA).

• ad spending on the outdoor media it tracks rose 7.9% during the second quarter of 2007, far ahead of the pace of most traditional media this year
• ad spending in out-of-home media surged 12% in 2006 to $7.06 billion
• ad spending is projected to grow 12.3% this year to $7.93 billion. Over the next four years, it is projected to rise at a compound average rate of 13%, reaching $12.99 billion in 2011.
• the average American’s exposure to outdoor media rose by three hours last year to 133 hours in 2006, and is projected to climb to 154 hours by 2011.

 One of the best applications of this digital signage networks can be seen in engaging customers. The question arises can these digital signage content be controlled by mobile phones. I am thinking and so are you. Amazing potential application and too cool. Put in the word “interactivity” I love if used more often.Say you are inside an airport lobby and you happen to face a problem and you need customer support. With a press of button you are interacting with customer support live face to face. Or you are sending out cool sms to see it live on screen.

Coming back digital signage drives today the entertainment and more often it can be seen in malls or cinemas. You love the way these screen interact in a logical way to people around it. To keep these high end cinema goers to come back again, it’s not just the movie but a sleek and modern place. I recently visited a well designed mall where the screens were scattered in the lobby, the main hall, and well in bathrooms. What to say I just enjoyed the way it entertained me and more so by the way things have been planned. To conclude the driving force behind the rapid growth of digital signage is an acute market demand for a means of communication that delivers more precise targeting and higher competence than traditional media.

digital signage