Flourishing future ahead for outdoor advertising

Driven by the waxing popularity of out-of-home lifestyles, and the ensuing effectiveness of outdoor media, the world market for outdoor advertising is projected to reach US$30.4 billon by the year 2010, tells a report titled “Outdoor advertising: a global strategic business report” published by Global Industry Analysts, Inc.

Modern urban lifestyles exhibit a tendency towards greater indulgence in outdoor activities. In addition, people spend a greater portion of their time outdoors travelling. The rapidly growing popularity of digital billboards, and their ability to air attractive full motion video, and visually informative graphic presentations, is helping advertisers communicate effectively with mass audiences.

Technology advancements are leading to innovations in signage, and outdoor displays such as hi-fi displays, plasma screens, magicink, LED, digital displays and electronic kiosks with interactive touch-sensitive-screens. In addition, continuous innovations are also helping expand outdoor advertising spaces. Marketers today, wield the flexibility to display their outdoor advertisements in a variety of public places like point-of-purchase, newsstands, bus stops, washrooms, airports, subways and public transportation. This is directly translating into a marked increase in out-of-home advertising expenditures and conversely a rise in the number of outdoor advertising contracts signed. Digital printing, on the other hand, has emerged into a major driver propelling growth in outdoor advertising, since it extends advertisers the agility to quickly and cost-efficiently change outdoor ads. All of these factors, among several others, lay a strong foundation for future growth, by strengthening the perceived effectiveness of the reach, frequency, and cost efficiency of outdoor advertising.

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