Digital out-of-home media bucks sluggish advertising market
After initial success in the UK, the Netherlands and Switzerland within the past few years, digital out-of-home media – advertising on public displays – is now gaining momentum in other Western European countries according to the latest report produced in collaboration by media analysts Screen Digest (www.screendigest.com) and Goldmedia (www.goldmedia.com).
The report ‘Digital Signage in Europe – The opportunities for digital out-of-home advertising’ examines the emerging market for digital out-of-home media in Western Europe – advertising on digital displays installed at various locations, e.g. airports, stations, trains, supermarkets and other public places.
Screen Digest forecast that digital out-of-home net advertising revenues in Western Europe will quadruple over the next five years from €158m in 2007 to a forecast of €626m by 2012. This equals a compound annual growth rate (CAGR) of 32 per cent.
Today advertising on digital screens already accounts for 3.1 per cent of the total out-of-the-home media expenditure in Western Europe. By 2012 this share is expected to grow to approximately 10 per cent. Driven by the growth in digital displays, out-of-home advertising revenues as a whole are expected to increase from over €5bn in 2007 to approximately €6.5bn in 2012. This growth will happen despite the sluggish advertising market in traditional media, including TV and the press.
Below you can find the complete version of the press release.