OUT OF HOME AD REVENUE REACHES HISTORIC HIGH IN 2016
March 8, 2017 (Washington, DC) – Out of home (OOH) advertising revenue rose 3.1 percent in 2016 compared to the previous year, accounting for $7.6 billion, based on figures released by the Outdoor Advertising Association of America (OAAA).
New Trends in Outdoor Advertising
Quividi makes "billboards with tiny cameras that gather details about passers-by — their gender, approximate age and how long they looked at the billboard. These details are transmitted to a central database. Behind the technology are small start-ups that say they are not storing actual images of the passers-by, so privacy should not be a concern. (Clifford, NYT, May 31,2008)"
"Signalling the evolution from static billboard ads, the new marketing technique will reach out to audience in the most unimaginable way - hypersonic sound communication. Here, the marketing message is communicated to the target audience by delivering cryptic voice messages into their ears. Initiated at the source (a billboard, etc.), the sound is not audible under normal circumstances. However, when they bounce off an object like the human body, they are converted to audible sound in the immediate vicinity of the impact. Grocery stores in France, museums in certain places, and the A&E Television Network have already tested the technology with great success (Ad Punch, May 26, 2008)."
BBC America's Develop a Point of View Campaign win OBIE with text voting The OBIE Award is outdoor advertising's greatest honor and the BBC's interactive voting billboard in NYC's Times Square stole the show with three awards"
"Among the top revenue categories, those with the greatest growth increase in 2016 included Miscellaneous Local Services & Amusements 9.2 percent; Automotive Dealers & Services 6.8 percent; Financial 5.5 percent; Restaurants 4.7 percent; Government, Politics and Organizations 3.8 percent; and Public Transportation, Hotels and Resorts 2.7 percent. Top Outdoor Brands (based on 2016 year-end outdoor expenditures)
Ranked in order of OOH spending, the top 10 advertisers in 2016 were McDonalds, Apple, Verizon, Geico, Anheuser-Busch, Sprint, Coca-Cola, American Express, Warner Bros Pictures, and HBO. McDonalds and Apple retained the top two positions for the fourth consecutive year."
Outdoor advertising uses strong visual imagery and short, bold copy. It reminds the audience, often before the
Outdoor advertising has a very low CPM when compared to other media.
Outdoor is best used to reinforce a geographic location ( the store is on Route1) or to remind the audience
Annual Average Daily Traffic (Annual ADT) -- Estimates of the total number of vehicles
Frequency (and reach) in out-of-home media is normally
Uses gross rating points or showings. A 40% showing means that 40% of the adult population of a
© 2017 Gloria Boone