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The OAAA reported on March 18, 2008 Out of Home Revenue Grows 7.0% in 2007(Washington, DC)– Out of home advertising industry revenue grew 7.0% in 2007, accounting for $7.3 billion in total spending. “Out of home was one of the strongest performing media segments last year, growing at a pace higher than the overall ad industry,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America. Media spending in seven of the top ten categories, ranked by outdoor advertising expenditures, increased year over year. Finishing a strong year for out of home, the Communications category grew the fastest among the top categories, with a gain of 35.7% over 2006. Revenue in the Communications category increased $172.3 million over the previous year, representing the largest revenue gain in the top categories. The Automotive, Auto Accessories & Equipment category gained 11.8% for the year and the Insurance & Real Estate category grew by 9.2%. Also posting gains for the year were the Public Transportation, Hotels & Resorts category (7.0%), the Miscellaneous Services & Amusements category (4.9%), the Restaurants category (3.6%), and the Automotive Dealers & Services category (1.0%).
Washington, DC, March 13, 2007 – Out of home advertising industry revenue grew 8.0% in 2006, accounting for $6.8 billion in total spending, which is up from $6.3 billion from the prior year. “The industry’s growth remained strong all year with revenue increases higher than most traditional media,” said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America. (oaaa.org, 2007).
New Trends in Outdoor AdvertisingBillboards That Look BackQuividi 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)" Hypersonic Sound Marketing:Now Ads Will Talk To You Directly! "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"
Outdoor advertising uses strong visual imagery and short, bold copy. It
reminds the audience, often before the
Budget 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
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© 2007 Gloria
Boone
