digital out-of-home 市場狀況與預測

Research: DOOH to grow to more than $2 billion this year

• 28 Oct 2008

STAMFORD, Conn. — Despite severe economic headwinds and declining traditional advertising spending, the U.S. digital out-of-home media industry is on pace to grow 11.2 percent to $2.43 billion in 2008, according to research released today by PQ Media, a provider of media econometrics. While the industry's growth this year will decelerate from 24.5 percent in 2007, PQ Media forecasts digital OOH spending in the U.S. to grow at a compound annual rate of 12.9 percent from 2007 to 2012. --> 美國市場

In its first foray into the global digital OOH market, PQ Media found that spending worldwide will grow 12.8 percent to $6.11 billion in 2008, slowing from 22.6 percent last year(2007), but is forecast to expand 14.5 percent from 2007 to 2012. The U.S. accounts for nearly 40 percent of global digital OOH spending, but its share will decline over the next several years, according to Global Digital Out-of-Home Media Forecast 2008-2012. Key international growth markets include Russia, India, China, Brazil and Australia, among others, which will benefit from major trends such as emerging market potential for operators, greater brand acceptance, advanced technology and new measurement systems.

U.S. spending on video ad networks, the largest segment, is on track to expand 8.1 percent in 2008 and will decelerate in 2009 before returning to double-digit growth in 2010, according to the report. Digital billboards remain the fastest-growing segment, albeit slower in 2008, posting growth of 28.2 percent and remaining in the 20 percent range through 2012. Ambient ad platforms will grow 6.8 percent in 2008. This growth compares with expected low single-digit growth or outright declines in most ad-based media in 2008 and 2009, including newspapers, radio, broadcast TV and magazines. U.S. digital OOH spending grew 23.1 percent on a compound annual basis from 2002-2007, exceeding 20 percent growth each year of the period, PQ Media found.