Adweek Magazine In Print - Advertising News

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Special=20 Report: Outdoor
September 24, 2007
By Laureen Miles

NEW YORK All = the way=20 around, the outlook for out-of-home is as bright as = Times=20 Square.

Trends = driving the=20 sector in the way of technology, consumer habits and=20 measurement show no sign of slowing down, analysts = say. More=20 than ever, consumers are spending more time away from = home.=20 Technological advancements, particularly in the way of = digital=20 billboards, are opening more revenue streams. And = finally,=20 more reliable measurement techniques are providing = marketers=20 with much-wanted data on demos and engagement.
Next year, total = spending on=20 out-of-home will skyrocket 12.8 percent to $8.94 = billion=20 versus this year, per Veronis Suhler Stevenson.=20 PricewaterhouseCoopers predicts more conservative but = still=20 outstanding growth of 9 percent to $8.12 billion in = 2008, on=20 top of this year's 8.9 percent surge. Out-of-home is = the=20 second-fastest growing ad medium behind Internet, with = projected 8.2 percent compound annual growth in the = 2007-2011=20 period, according to PwC.

Certainly,=20 no other old-line medium can match such expansion. As=20 technological gains=97the march of the Internet, = digital video=20 recorders=97contribute to the erosion of TV, radio and = newspapers, tech advancement has only fueled = out-of-home's=20 growth.

"Out-of-home = is as the=20 forefront of using technology. Unlike TV and the other = traditional media that are playing catch-up, new = technology is=20 driving the growth in out-of-home rather than taking = away=20 eyeballs," said Patrick Quinn, CEO of PQ Media, which=20 partnered with VSS on its industry forecast.
VSS and PwC report = out-of-home data=20 differently, providing unique perspectives on the = fast-growing=20 market. PwC divides the market between billboards and=20 non-billboards, while VSS categorizes traditional = versus=20 alternative (video screens, digital boards, = alternative=20 ambient ads).

Billboards, both=20 digital and static, constitute 65 percent of the = out-of-home=20 market, per PwC. The double-digit gains billboard have = enjoyed=20 since 2005 are projected to continue into 2008, mostly = due to=20 the growth in digital boards, which can generate 10 = times the=20 revenue of a static board, said Stefani Kane, partner = in=20 PricewaterhouseCoopers' Media and Entertainment = Practice.
While digital billboard = inventory=20 has exploded, demand has stayed high, and so have = rates. The=20 targetability and changeability of digital boards and = better=20 measurement have kept prices aloft, experts say. "All = this=20 gives added value, so we're not seeing a high slippage = in=20 dollars," Kane explained.

As VSS=20 reports, old-fashioned, static billboards are growing = as well,=20 as consumers spend twice as much time away from home = than they=20 did 30 years ago and the average daily commute has = doubled to=20 about an hour.

Those = trends=20 continue to energize out-of-home companies like = Captivate=20 Network and Transit TV, which, in recent years, have = found a=20 captive audience in elevators, supermarkets and = transportation=20 hubs.

Consumer = lifestyles aside,=20 the impact of more sophisticated metrics cannot be=20 underestimated. "Measurement is a big issue. In the = past you=20 had traffic counts, but we'll soon have actual eyes-on = measurement. Now we're talking about engagement," = Quinn=20 said.

By the end of = next year,=20 the Traffic Audit Bureau (TAB) should have its new=20 comprehensive measurement system in place in more than = 200=20 markets. This system not only tracks traffic patterns = but=20 consumers' eye movements, detecting whether passersby = even=20 look at an ad.

Nielsen Outdoor's=20 Npod system, from which data was first generated in = 2005, uses=20 GPS to track consumer exposure to out-of-home ads. = (Nielsen=20 Outdoor, like Adweek- Media, is part of The Nielsen = Co.)
As the Npod rolls out in = more=20 markets and TAB's data begins crossing the desks of = media=20 execs, out-of-home=97still an overwhelmingly local ad=20 medium=97could attract more national advertising, = experts=20 say.

With "that level = of detail,=20 down to eyes-on data, the industry hopes it will give=20 out-of-home an edge," Quinn said.

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