Out of Home Advertising: The New Kid on the Block

Outdoor advertising is as old as advertising itself, but new life is being breathed into the old medium. In fact, as digital, video and wireless technologies redefine the sector over the next few years, it is estimated that it will rank second only to Internet advertising in ad spending growth. While other traditional advertising sectors, such as TV, radio, newspapers and magazines, struggle to adapt to increasingly fragmented audiences and changing media consumption patterns, the out-of-home advertising sector is actually reaping the benefits of the evolving media landscape. Therefore where-in in the earlier times traditional media based inside homes was where all the advertising bombardment on the consumer took place, today it is out of home where the focus is. Although more and more advertising communication is taking place outside the home, the communication is certainly not out of mind.
Also, in spite of the tremendous estimated growth of the industry, certain questions which still remain unanswered, which will decide the course the industry takes are:
-What are the drivers of growth in the out-of-home advertising sector?
-How much is being spent on the various forms of out-of-home advertising?
-What are the opportunities and challenges for digital billboards?
-How effective is out-of-home advertising and how can it be measured?
-And many others…