DOOH (Digital Out-Of-Home) Forecast Dims
From 2002-07, the category grew by double digits, a phase Patrick Quinn, CEO and president of PQ Media, called the "gold rush." Today the medium, growing at a single-digit pace, is in its shakeout and consolidation phase.
"This is a critical phase in the evolution of the business. We'll see acceleration, but there are still issues out there including fragmentation, scalability and measurement."
Growing pains aside, DOOH continues to capture a larger share of the out-of-home market, accounting for 34 percent in 2009, up 13.9 percentage points from 2004. DOOH is forecast to gain another 7.5 points by 2014, expanding to 41.5 percent of the OOH market.
via DOOH Forecast Dims.
WSJ Scores With Out-of-Home Digital Screen Strategy
In past jobs, Jim Harris has been a proponent of "hyper-local" marketing strategies that takes place in the lobbies of office buildings. So it's no surprise he's made that an anchor of the new Wall Street Journal Office Network.
As CEO of the three-year-old company, he oversees a broadcast network of digital screens in more than 800 upscale office buildings in fifteen cities. And this past year, his company has posted a 100% increase in revenue and become a case study in how to boost sales by pairing digital screen ads with in-building product demos.
Video: WSJ Scores With Out-of-Home Digital Screen Strategy.
