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The Digital Out Of Home (DOOH) industry comprises networks of digital display monitors delivering entertaining programming content reaching consumers outside their homes in hot spots where people congregate, such as coffee shops, book stores, bagel shops/delis, juice bars, grocers, restaurants and others.
A rapidly changing TV market is helping drive DOOH growth. Channel explosion and DVR penetration is making it increasingly difficult for advertisers to achieve critical mass in geographically targeted areas. The February, 2009 TV conversion to digital will accelerate this trend.
In an April 28, 2008 DOOH forum sponsored by the Wall Street Journal, media executives named DOOH as the “hottest medium” today; spreading even faster than the internet in its early days because of its ability to reach consumers when they are away from home and in proximity to purchase. Industry growth is projected to reach an astronomical 10,000,000 screens by 2011.
DOOH advertising revenues are $1.2B per year and growing fast; projected at 33% per year to $3.7B by 2011 (Frost & Sullivan). |
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