Your Source For All Out of Home Media
March 2016

In the 2002 tech-noir mystery thriller film, Minority Report, iconic scenes of the futuristic role media plays in advertising are created. The future is now here! At the dawn to the new millennia acronyms such as Digital Out of Home (DOOH) advertising, also known as Digital Placed-based (DPb) media, were unheard of. Last month, with the launch of New York City's free public Wi-Fi system LinkNYC, a brave new world has been created for a groundbreaking advertising platform.

Ron Schultz
Out of Home  Media 
Planning and Consulting
Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today's complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

OOH Spend Sets 
Record High in 2015 

OOH revenue rose 4.6 percent in 2015 compared to the previous year, accounting for $7.3 billion. OOH spend was up 5.8 percent in the fourth quarter, compared to 2014. The revenue total marks an all-time high for OOH with 23 consecutive quarters of growth since the recession.

"The new record-high revenue OOH achieved in 2015 proves advertisers recognize the medium's value, said OAAA's Nancy Fletcher. "OOH is the only form of traditional media, other than cable TV, posting continuous growth in a fragmented advertising market."

"OOH's ability to augment mobile, online, and social media efforts is one of the many reasons the industry posted strong growth with both local and national advertisers in 2015," said OAAA's Stephen Freitas. "The expansion of digital OOH formats provides advertisers with broader opportunities to engage with today's mobile consumers. These factors are the foundation for the positive outlook media analysts are projecting for OOH over the next few years." 

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