Studie "Alternative Out-of-Home Media Forecast: 2007-2011"

Entwicklungsprognosen amerikanischer Out-of-Home-Medien»

Das amerikanische Marktforschungsunternehmen PQ Media publizierte 2007 eine Studie über die amerikanische Entwicklung der Out-of-Home Medien.
Aus der Pressemitteilung (Quelle: http://www.pqmedia.com):

«The growth of alternative out-of-home media far outpaced that of the overall advertising industry as well as the total out-of-home media sector, which was one of the fastest-growing advertising sectors in the 2001-2006 period. The overall advertising industry expanded 6.4% in 2006, while total out-of-home advertising increased 10.6%, amplified by the 27.0% growth in alternative out-of-home media, according to the report.
Among the key trends PQ Media cites as driving the rapid expansion of alternative out-of-home media are:
1) the perception among advertisers that these media provide high engagement, targeting options, proximity to point-of-sale, measurable impact and cost effectiveness;
2) data indicating that exposure to and recall of these media is growing as Americans spend more time commuting to work, walking in urban areas, waiting in transit hubs, and shopping at retail outlets;
3) Research suggesting that the vast majority of consumers view alternative out-of-home media as favorable and educational; and
4) new technology enabling companies to launch digital advertising platforms that generate higher revenues than the conventional formats they replace.
Spending growth in each of the three subsegments of alternative out-of-home media – (1) video advertising networks & screens, (2) digital billboards & displays, and (3) ambient advertising – accelerated in 2006 with even faster double-digit upside projected in 2007, PQ Media found.
Video advertising networks is the largest subsegment, accounting for 60% of total spending, led by companies like National CineMedia, Premiere Retail Networks and Captivate Network. Spending on video advertising networks & screens grew 28.0% in 2006 to $1.01 billion, with high double-digit growth in all four markets – in-theater, in-office, in-store and in-transit, according to the PQ Media Alternative Out-of-Home Media Forecast 2007-2011.
Digital billboards & displays is the fastest-growing subsegment, as spending soared 55.4% in 2006 to $233.2 million, PQ Media found. Each of the four markets – at-road, at-retail, at-transit and at-events – expanded at accelerated rates, fueled by companies such as Lamar Advertising, Clear Channel Outdoor, and Reactrix Systems.
Ambient advertising, also called place-based media, increased 14.1% in 2006 to $446.4 million, according to the PQ Media Alternative Out-of-Home Media Forecast 2007-2011. The double-digit growth in alternative ambient advertising was driven by leaders like Floor Graphics, Montage Billboards, and Alloy Media + Marketing.»

Die Studie kostet US $ 995.- und kann auf der Website von PQ Media bestellt werden. Ein Executive Summary der Studie kann auf der Website oder hier (pdf, 568 KB) heruntergeladen werden.