Resource Library - Vertical Markets - Out-Of-Home

2009: The Year of Metrics for DOOH Advertising
Every year, DOOH evangelists prognosticate, “This year will be the year for digital signage to become a viable advertising medium.” For that to occur, advertisers need some proof.

3D Digital OOH May Bridge the R&D Gap
As the development of 3D technologies intensifies, DOOH systems offer an ideal proving ground for ‘no glasses' 3D systems.

3D Digital Signage: Spillover from the 3D Movie and 3D TV Hype?
3D content is increasingly available, driven primarily by feature films and 3D TV vendors. Because the technology used for 3D DOOH is different from that used in theaters, this article questions its use.

A New Kind of Interaction
A company in Cambridge, UK suggests using innate human response mechanisms to draw attention to screens.

A Sight for Spanish Eyes
Aldeasa Stores in Palma de Mallorca airport, Spain, have deployed a multichannel, multi-screen digital signage network as part of a proposed global rollout strategy.

Adult Viewership of DS Ads
According to a new study by GfK MRI, 29.6% of U.S. adults saw a place-based video ad in the 30 days prior to the survey.

Agency Awakening
Allan McLennan, President/Founder, PADEM Group talks about the evolution of out of home media – and why agencies are waking up.

Alternative Out-of-Home Media Forecast 2007-2011
This article provides an examination of spending and trends within the out-of-home sector, including: video advertising networks and screens, digital billboards and displays, and alternative ambient advertising.

Amscreen Partners with BP for Digital Signage Network
Amscreen partnered with BP to launch a digital advertising network that would provide BP with the means to digitally promote its own products and services and give customers an improved experience.

Applications and Benefits of Digital OOH Media
A general overview of Digital OOH Media.

Are You Keeping an Eye on Your Network?
Remote access management systems reduce operational costs and increase system value for digital signage networks by providing the ability to administer or monitor the system from a distance and react more quickly.

Billboard Fans and Foes Line Up for Battle
A plan to bring digital billboards to Durham, North Carolina, is dividing the city.

Billboards, signs lead DOOH recovery in US
Advertising spend on digital signs and billboards in the U.S. is bouncing back faster than revenue for place-based networks, according to researcher PQ Media.

Bridging the Gap: Are Ad Agencies Buying What DCN Providers are Selling?
Digital out-of-home (DOOH) advertising spending has tripled, but is still a minimal portion of the overall media mix. Key to future improvements are accountability, credibility, differentiation and validation.

Bright Lights, Big City
Westfield London has answered the current gloom overshadowing retail by using out-of-home advertising to create an exciting and enjoyable shopping experience for all.

Commentary: Ad Aggregation Aims For a Common Standard but is On Course for Fragmentation
The DS industry needs a model to bring together buyers and sellers of advertising more effectively.

Company Profile: Monopoly Media, Romania
Monopoly Media is the largest media company in Romania with digital signage networks in key high-traffic locations with long waiting times or inside corporate branches where screens deliver the right message to the right audience.

Consumers are Ready for Mobile Marketing
With 224 million mobile users engaged in texting, SMS has emerged as “the only form of mobile marketing to reach the entire mobile universe,” says a study into mobile marketing and retail.

Counting the Eyes
To provide the precision in tracking audiences that advertisers seek, measuring devices that can count the seconds that a person watches an ad are catching on in the OOH Digital Media industry.

Country Focus: UK-Transportation and Leisure Take the Lead in UK Deployments
The United Kingdom has perhaps the best-developed digital out-of-home market in Europe with imaginative, high-quality uses of screens in public spaces.

Creating the Interactive Soccer Entertainment Programme
An interview with Enrico Pruis, CEO of Stadium Impact, about digital signage deployments in major soccer stadiums.

Crowning Glory
When attractive content is created for a particular audience, and it is timely and relevant, and delivered via a means that suits the audience and its community, then we can be confident of an audience.

DCN Profile: NEO Advertising Rides the Wave of Digital Out-of-Home Advertising
A digital signage advertising success story, NEO Advertising now operates some 22,000 screens, with offices in Belgium, Canada, Germany, Italy, the Netherlands, Poland, Portugal, Spain and Switzerland.

DCN Profile: TAG Media Network
TAG Media Network is India’s first and largest in-store television network. Launched in October 2006, the company specializes in the grocery sector and works with four of India’s leading chains.

Digital Earns Dollars
As traditional media’ are finding digital menu boards to be the right marketing tool to reach their targeted demographics.s usefulness for brand promotion declines, many quick-serve restaurants

Digital Media Networks Can’t Fail to Succeed this Time... Can They?
A checklist is presented identifying the factors that tend to increase the success of OOH projects to help stakeholders overcome the issues often faced in this market.

Digital Place-based Media Achieves Critical Mass
In this article regarding the Wall St. Journal Office Network, the author states that advertisers from many industry sectors and categories have embraced digital place-based media to reach consumers in pretty much every venue setting outside of the home.

Digital signage Ad Revenues Set to Quadruple by 2012
Digital signage is rising to become one of the leading out-of-home formats within Western Europe due to increased sites, advertisers, efficiency, and creativity.

Digital Signage in Malls
Digital signage is a recent addition to the communications mix of shopping mall marketers. This article reports on Brunel University (UK) studies into improvements in marketing and image that can be generated.

Digital Signage Industry Reaches Tipping Point
From expansive rollouts and increasing revenue, the DisplaySearch Chicago Conference in 2008 demonstrated that the digital signage industry is emerging as a robust market.

DOOH helps UK outdoor sector regain its health
Digital’s share of Britain’s out-of-home advertising market remained significantly higher than in the same period last year and DOOH was the fastest-growing part of a rebounding outdoor sector.

DOOH is Social Media's Catalyst
Digital place-based media is a perfect catalyst for the type of multi-faceted, activation-based marketing efforts that are coming into the marketplace.

DOOH Takes Its Place at Adland's Top Table
Place-based media is moving beyond the startup phase and becoming a viable medium that is here to stay – and one that is very complementary to more traditional video media options.

DOOH: A Veritable Advertising Medium
Digital Out Of Home can say that it is becoming one of the key media chosen by ad planners in top agencies, and several factors have led to this change in paradigm for the ad planners.

DS for Sør Arena in Norway
DS is a visible presence at Norway's new 15,000-seat Sør Arena with more than 130 LCDs and interactive kiosks throughout the facility, plus two 28-square-meter “wide-aspect" LED screens.

Follow the Money: Out-of-Home Media is a Hot Investment
"If there is no better indicator of the vitality of an industry than the degree to which investors are willing to risk capital, then the out-of-home media industry is poised for serious activity in 2009 and beyond," says columnist Alan L. Klein.

Follow the Money: It Is Getting Hotter at Year End
Columnist Alan Klein reviews acquisitions, alliances and mergers in the DOOH market, and writes, “The super-recession does not appear to have stalled the continued activity and optimism in the field of emerging digital media.”

Follow the Money: Let’s Start on a Positive Note
Advertisers are increasingly shifting parts of their budgets from traditional in-home media to the emerging DOOH media in the effort to reach consumers on a repeated and continuing basis.

French Digital Signage to Become a Proper Ad Medium
On one hand, marketing, merchandising and corporate networks are well developed in France, especially in sectors such as banking, insurance, telecom, retail and automobile, but the French DOOH sector lags behind its European counterparts.

From LA to London, Audiences Make Content
User-generated content continues to be a popular way to engage the public with digital out-of-home media.

Georgia Dome Impacts Visitors Bottom Line with New Digital Menu Boards
The Georgia Dome in Atlanta, the world’s largest cable-supported domed stadium, recently revitalized all 55 of its concession and food service outlets with a digital menu board solution.

Give Them What They Want
Personal handset devices, whether smart-phones or simple phones, are being used more for data than for voice calls, so it is surprising that only a handful of signage companies have integrated mobile interactivity and social media into their solutions.

In Depth: Glimmers of Optimism for the Outdoor Titans
The biggest out-of-home media owners in the U.S. and worldwide are hoping that a bitter 2009 will be followed by milder trading conditions in 2010.

Interactive DS Lets User Change the Content
With one billion rail commuters annually, Titan Outdoor turned to digital signage to capture the attention of this UK audience.

Interview with James Henry, Out-of-Home Media
The James Henry interview gives an in-depth view into the digital signage industry as reflected in a number of white papers developed by the Screen Association.

Interview with Leo Kivijarv
An interview with Leo Kivijarv of PQ Media reveals the driving force behind the high volume of growth within the OOH market.

Is France Finally Becoming a Front Runner ?and an Innovator in the DOOH and ?Digital In-Store Sectors?
This article reviews the changing landscape of the DOOH and digital in-store sectors in France, highlighting several significant network deployments.

It's All Coming Together
With the convergence of online TV channels and OOH networks, clients can now deploy branded TV channels quickly and cost effectively.

It's Not All OOH So Please Don't Measure It That Way
As advertisers shift dollars to digital communication networks, issues concerning ad effectiveness and pricing arise. Do traditional media metrics apply?

Lessons Learned from the Demise of Google Audio Ads
In 2006, Google announced that it was revolutionizing the radio advertising business. It introduced a real-time, bid-based, automated method to sell ad inventory, and the promise of accountability through measurement and reporting. Read why it failed.

Managing a Project from A to Z: Your Check-List to a Successful Project
A suggested "toolbox" for managing the many aspects of a successful network deployment.

Measuring Advertisement ROI Demands New Models
What are the earmarks of a measurement system that can be applied across the board to any advertising medium to calculate a more accurate ROI? How can we compare apples to apples? Here’s one potential solution.

Media Econometric Forecast Highlights Global Spending Phenomenon
Patrick Quinn, CEO of PQ Media, details expectations of continued strong global DOOH spending growth through 2012.

Mobile Marketing has Outstanding Potential
Mobile marketing is an extremely personal form of consumer communication, enabling highly targeted messaging. Its impact upon consumer behavior can be accurately measured. Mobile marketing is an outstanding opportunity to reach consumers while they shop.

Mobile-Digital Signage Integration: The Perfect Marriage
While integration of digital signage with mobile devices is occurring, there is still room for substantial improvement before this technology reaches its full potential.

New Fan-Focused Immersive Video Wall at Miami Dolphins' Stadium
Tuned to the team’s integrated sponsorship, media and in-stadium marketing plans, the multimedia display features four content zones that inform and entertain visitors.

Now You Hear It ... Now You Don't
As digital signage is becoming more pervasive, it is more challenging to capture the attention of passers-by or clients. Sound makes this a lot easier, but how much is too much?

OOH DM Market Evolution
Chris Connery, VP of Market Research at DisplaySearch, shares insight into OOH trends.

OOH Makes TV, Radio More Effective
Most brands should spend between five and 25 percent of their advertising budget on out-of-home, according to Clear Channel Outdoor in the U.S.

Out of Home Digital Media – An Overview of Applications and Infrastructure
OOH Digital Media Networks are used for a variety of purposes and provide numerous benefits. An overview is presented.

Outdoor Advertising Recall: A Comparison of Newer Technology and Traditional Billboards
(Abstract) Summary of an article in which the authors discuss their research investigating the effectiveness of digital billboards.

Outlook for Digital Signage and Larger Size Commercial Flat Panel Displays
Forecasts have shown that digital signage will continue to thrive as the economy shifts from consumer-spending driven back to business-driven.

Overview of Applications: DS vs. DOOH Defined
This article makes a distinction between the two main fields emerging from DOOH media: Out-Of-Home TV and Dynamic Digital Signage.

Positioning Networks with Agencies and Brands
This PowerPoint deck was presented by Florian Maas of Neo Advertising at Digital Signage Expo Europe 2010.

Posters, TV and the Internet
Is DOOH "TV Light" or "Poster Plus"? Jason Cremins of POPAIdigital UK discusses the continuing debate.

PRI Member Profile: IMTV Pioneers Digital Signage in Russia

Proving Effectiveness of Advertiser-Supported DS Networks
Not only can custom networks yield more than a 30 second commercial, but the content can be targeted with more precision and displayed directly to those most likely to buy products and services from a vendor.

Public Display -- Digital Signage Trends
Flat panel display manufacturers think growth in the digital signage industry will drive growth in their business, especially for screens suitable for outdoor use.

Review of EU and North American DCN Deployments
This article recaps four case studies of digital communication network deployments in the EU and North America presented during the PRI Education Workshop at Digital Signage Expo Europe.

Rome Embraces Mobile Interactivity
Rome is forging ahead with informational digital signage systems linked to users’ mobile phones.

Split-Second Recognition: What Makes Outdoor Advertising Work?
(Abstract) Summary of an article in which the authors examine various factors that contribute to the success of traditional outdoor advertising.

Standards Are Essential to Growth in the Digital Signage Industry
For digital signage to achieve mass global scale, there must be open access that facilitates seamless interoperability of content between the many systems that power digital displays.

Standards: A Necessary Part of DS Evolution
The need to create and continuously evolve standards in the DS industry has become more pressing and until ad buyers become more comfortable with what they are buying, network growth and viability will be in question.

Successful Digital Media Advertising
An exclusive interview with Dominic Lyle, Director General of the European Association of Communications Agencies, regarding the importance of DOOH to European media agencies and how he sees DOOH being used in the future.

The Future is Bright: The Digital OOH Media Market
This article summarizes several factors that will impact the continued growth of the Digital OOH market.

The Long Term Outlook for Out of Home Advertising
According to Colin MacLeod of the World Advertising Research Center, as more advertisers move their money online, OOH advertising will continue ahead of TV and print media, second only to the Internet.

The OOH Digital Display Market
This article provides a brief comparison between LCD and PDP displays in regards to costs and trends in 2007-2008.

The Out of Home Digital Media Market
As the OOH Digital Media market experiences increased competition, more value is being placed on creative ideas such as interactivity. The growth of advertising funded retail networks is also presented.

The Outlook for DOOH in the EU
This article recaps a panel at DS Expo Europe 2011 during which industry leaders discussed the outlook for DOOH advertising across Europe.

The Use of Screens in Urban Markets_Barcelona
This article discusses several uses of digital media in Barcelona and gives several examples of how the full potential of digital signage and screens in urban areas is linked to interaction and building relationships with citizens.

Third Party Advertising Study
Revenues are expected to grow as leading international advertisers become more confident in the ability of digital signage networks to reach consumers.

Toward a New Understanding of DOOH
Ian Collis, Director of Marketing, Harris Broadcast Communications in Europe, explains how Digital Out of Home advertising networks have evolved so far and what still needs to be done to help the ad agencies understand the value of DOOH.

Using Quality as a Differentiator
Neo is a leading company within the DOOH sector of Europe. A brief look at the background of Neo Advertising Germany and some of its major projects is presented.

Why Digital Place-based Media Growth Calls for an Out-of-the-Box Franchise Solution
DOOH advertising has transitioned from a quirky concept that a handful of avant-garde media planners would experiment with to the mainstream of media alternatives.