Outdoor Ad Market Surges Amid Positive Trends
Posted by Universal Ad at Sunday, August 19, 2007 5:22 AM and is filed under Advertising,outdoor,Consumers 
We haven't touched on outdoor advertising enough in this blog, especially considering the surge reported in this MediaPost article. While ad spending for other more traditional media has declined, outdoor ads have been gaining popularity (12% in 2006 and 7.9% in Q2 2007 alone, according to two different sources), "growing faster than
most analog media, and at rates approximating some of the most dynamic
digital media." The segment includes traditional outdoor ads but also new ad types such as video advertising networks, digital billboards, and alternative ambient
advertising.
The article explains these trends, without going into any much detail, by noting the "greater mobility of American consumers". I don't know if I quite buy that although the article does say that "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". The second reason - "new out-of-home media technologies and installations" - make more sense to me. Another reason given, but not explained, is a "new outdoor audience measurement system developed by the out-of-home industry".
The article explains these trends, without going into any much detail, by noting the "greater mobility of American consumers". I don't know if I quite buy that although the article does say that "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". The second reason - "new out-of-home media technologies and installations" - make more sense to me. Another reason given, but not explained, is a "new outdoor audience measurement system developed by the out-of-home industry".
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