How important is out-of-home advertising (OOH) becoming in the United States? Results of a new study from GfK MRI finds quite important actually.

Nearly 61 percent of U.S. adults report having seen a place-based digital ad on a video screen in a public place in the past 30 days, the research found. Of those, 64 percent expressed interest in this type of communications.

Pause for a moment to consider these findings. How often did you see a digital sign in public 10 years ago? How about five years ago? Not only do these findings reveal that some 138.5 million U.S. adults have seen a video ad on a digital sign within the past month, but they also demonstrate that out-of-home video displays and ad networks have slowly and quietly crept into a place of prominence in our culture that likely will soon evolve into ubiquity. How in the world did we get here?

It would be easy to enumerate a list of reasons. I’ve done so in the past in this space. Reasons like reaching consumers at the point of sale with targeted video messaging, the availability of new place-based media audience metrics and evolving attitudes of professional media buyers come to mind. Read the rest of this entry »

Outdoor Digital Signage is one of only two forms of advertising that is still growing in the UK (the other being mobile advertising) according to the Outdoor Advertising Association (OAA).

This is possibly due to digital outdoor signage not only being more engaging to consumers compared to traditional static media but it is also perhaps the only advertising sector that is not completely saturated so it becomes even more attractive to advertisers because of the lack of competition.

But there are other benefits to digital outdoor signage and it is not just advertisers and retailers that are finding outdoor displays and screen useful. Churches, schools and other public buildings are utilising outdoor digital displays to provide information as the advantages of such a media far outweigh the alternatives. Read the rest of this entry »