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 medium's value to advertisers in comparison to static poster formats. If the medium is to continue to develop, it is important to address this knowledge gap to understand its role on media schedules, and to justify its price premium.