Signs of the times
Douglas Quenqua
You don't have to look far these days to find reports of shrinking ad budgets and dwindling media buys. Just don't tell the folks selling out-of-home media.
In 2007, when spending on advertising in the U.S. grew just 0.6 percent overall, out-of-home (OOH) media increased by more than 7 percent, according to Nielsen Monitor-Plus. It was the second consecutive year that expenditures on outdoor significantly outpaced the growth of the advertising market in general. Only the Internet (18.9 percent) performed better than outdoor in both 2006 and 2007. In the first quarter of 2008,...