Measuring the value of digital out-of-home advertising

Nick Mawditt

Moving, digital posters are proven to attract twice as many eyeballs on average and with lengthier attention spans of 60% greater than static formats, according to research conducted by Kinetic in London.

Measuring the value of digital out-of-home advertising

Nick Mawditt

Formats such as digital escalator panels and cross-track projection on the London Underground, plus emerging new roadside formats, have helped to grow digital out-of-home (DOOH) media in the UK from a value of £45 million in 2007 to £64 million in 2008.

In 2009, it is predicted to grow by around 25%, in direct contrast to the rapid contraction experienced by other media.

Outdoor contractors have rapidly developed a significant DOOH estate, but this exponential rate of growth has led to a gap between product development and substantive knowledge of the...

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