A new study released by Screen Digest predicts that, due to the revenues resulting from the continuing migration to digital technology, the out-of-home advertising sector will be the only traditional medium with positive growth in Western Europe in the next few years.
The preamble to the report says: “‘Digital signage’ networks of connected digital screens in public spaces (airports, stations, trains, supermarkets, hotels, surgeries, etc) are generating opportunities for traditional out-of-home contractors, digital specialists, technical enablers and system integrators, display manufacturers, venue owners and advertisers.” (Source: http://www.researchandmarkets.com).
The key findings of the report include:
- Digital out-of-home (DOOH) advertising revenues in Western Europe will quadruple over the next five years from 160m in 2007 to 626m by 2012. By 2012 DOOH share is expected to grow to approximately 10 % of total OOH ad revenues
- Driven by the migration to digital and the incremental revenues generated from digital sites, the out-of-home sector will be the only traditional advertising media to post real revenue growth in the next five year.
- Thanks to the increasing affordability of digital displays, digital signage networks not only conquer brand new spaces for advertising (e.g. in-store point-of-sale advertising) but also upgrade static poster format sites in a growing number of locations (airports, stations, roadsides, etc.).
- Sales of displays and other hardware for digital signage generated revenues in the amount of approximately 4m in Western Europe in 2007.
- Lower maintenance costs and higher revenues, combined with reduced hardware costs, are making a profitable business case out of upgrading many existing to digital, as well as creating new sites intended to reach audiences on the move.
- The added value of digital OOH formats over traditional OOH formats (superior impact of moving image, creative and dynamic copy, booking flexibility and scalability, etc.) allows contractor to sell inventory at premium rates.