5th edition of PQ Media’s Global DOOH Media Forecast
Posted on May 8th, 2012
Global digital out-of-home media (DOOH) revenues generated by digital place-based networks, billboards and signage operators, grew 15.3 percent to $6.97 billion in 2011 and are projected to expand 19.2 percent in 2012, according to new data released today by Stamford, Conn.-based PQ Media. PQ Media defines the global DOOH industry by two major platforms — digital place-based networks (DPNs) and digital billboards & signage (DBBs) — and six venue and location categories.
“While TV remains the 800-pound gorilla of ad-based media due to its reach, scarcity and measurement, DPNs offer brands opportunities to extend their reach by engaging target consumers with contextually relevant content in venues outside the home,” said Patrick Quinn, CEO of PQ Media.
The study was quoted in a recent article in ScreenMedia Daily discussing new media, focusing on how the growth of Digital Place-based Networks is contributing to changing the media landscape.
“According to studies by PQ Media and Veronis Suhler Stevenson, consumers are spending more time outside the home in activities that include commuting, shopping, and traveling, and entertainment venues also provide new opportunities for advertisers. Digital out-of-home networks situated in venues where consumers are spending extended periods of time—and are unable to skip advertisements—will provide the most opportunity in the coming years.”
Outdoor Advertising Outpacing Overall Ad Business
Posted on April 12th, 2012
The OAAA (Outdoor Advertising Association of America) released data on year-over-year growth for the out-of-home advertising industry, which recorded a 4% increase in revenue in 2011 compared to the previous year, accounting for $6.4 billion.
OAAA President & CEO Nancy Fletcher. “More brands are recognizing the value out of home advertising can add to a strategic media plan.” “Out of home advertising outpaced the overall ad business and other local media last year,” added Stephen Freitas, OAAA Chief Marketing Officer.
Media Life Magazine Highlights Point-Of-Care Media
Posted on November 22nd, 2011
By Diego Vasquez
Nov 14, 2011
Here’s a way to reach folks with targeted advertising:
Advertisers love a captive audience. With their long dwell time, doctor’s offices offer one of the most captive audiences available in out-of-home advertising.
Patients often wait 20 to 25 minutes to see a physician, and advertisers, particularly in the pharmaceutical and health food categories, see it as an opportunity to reach people with their health on their mind.
Posters and pamphlets have long been popular vehicles for waiting room advertising, but increasingly advertisers are using digital options, mainly LCD screens that air a mixture of health-related video content and advertising.
To find out how to get your client in waiting rooms, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts…
What
Advertising in medical waiting rooms.
Who
There are a small number of companies that specialize in waiting room advertising, some in the offices of general practitioners and others in more specialized settings such as dental offices or diabetes clinics.
How it works
Digital video advertising networks are now common in medical waiting rooms, where their messages are delivered on a 32-inch LCD screen. The networks run a 25- to 30-minute loop that’s typically 70 percent editorial content and 30 percent advertising.
There’s also a small amount of time reserved for messages and information from the clinic or office itself.
Some networks use licensed content from TV networks such as CNN or NBC, while others create original health-related content. Physicians demand credible sources for all the material, because they do not want to feed their patients incorrect information. Offices often check content for accuracy.
Advertisers can sponsor segments but they’re rarely integrated into the content. Rather a relevant brand will follow a segment with a 15-, 30- or 60-second spot detailing the benefits of their product.
For example, a segment on diabetes might be followed by a spot for a brand of insulin, or a piece on dietary fiber could be followed by an ad for a fiber-rich cereal.
Non-digital options for medical waiting rooms such as posters or pamphlets are also available, but those are becoming less common. Usually they’re used as a complement to digital ads in the waiting room and sometimes are available in the exam room.
DTC ads driving fewer to their doctors, says survey
Posted on September 20th, 2011
MM&M Online—Consumers are less likely to seek information about prescription medications and to talk to their doctors about advertised drugs than they were last year, according to Rodale’s annual Consumer Reaction to DTC Advertising of Prescription Drugs survey. Nonetheless, the survey’s findings suggest that DTC advertising stimulates 32 million Americans to seek treatment for a medical condition about which they had no prior discussion with their doctor, said Rodale, and they are increasingly seeking information in health videos and user-generated content online.
The telephone survey of 1,501 US adults, the 12th conducted by Rodale’s Prevention Magazine, found that the number of respondents saying an ad prompted them to seek information about a condition declined 5 points to 29%. Similarly, 33% said an ad prompted them to seek information about a drug a family member were taking – down 6 points from last year – and 30% said they sought info about a drug they were taking after seeing an ad, down 7 points.
2010 was a blockbuster year for digital out-of-home media, according to official figures compiled by Miller, Kaplan, Arase and released by the Digital Place-based Advertising Association. Total ad revs jumped to $1 billion last year.
In the report, PQ Media distinguishes between two major categories within the DO marketplace: digital place-based networks, which typically display video content and advertising, and digital billboards, which display a mix of static and video-animated digital ads. Overall, the first category — DPN — saw global revenues increase 14.5% from $4.41 billion in 2009 to $5.06 billion in 2010; PQ Media expects global growth of 15.2% in 2011, to $5.83 billion.
As DOOH continues to evolve, tremendous opportunities continue to grow with it.
Digital out-of-home (DOOH) has been in retail for more than a decade, but even with an already solid footprint, the opportunity for growth is tremendous.
DOmedia’s Stats Confirm: DOOH Market Expands Rapidly in 2010
Posted on April 1st, 2011
Search trends in Domedia’s Marketplace mirror reported market growth
COLUMBUS, Ohio (February 1, 2011) – Digital-out-of-home advertising (DOOH) is the fastest growing segment in the out-of-home market with no signs of slowing down. According to preliminary numbers reported by PQ Media, a leading provider of alternative advertising and marketing research, the digital out-of-home market was expected to grow 15% for 2010, to $2.07 billion. This trend is consistent with patterns seen by DOmedia, (www.domedia.com), the Out-of-Home Advertising Marketplace and leading provider of planning and buying tools for alternative, traditional and digital out-of-home media. DOmedia has seen continuous double-digit growth since its founding in 2007.
Pharmaceutical Industry Rapidly Expanding Partnerships With New Entrants in Health Care Space
Posted on March 2nd, 2011
Pharmalive.com — Pharmaceutical companies are dramatically increasing their investments in new and innovative offerings to meet the demands of a patient-empowered, data-driven, outcomes-focused future in health care. In the last year alone, pharmaceutical company investment in smart phone apps, educational websites, social media platforms, wireless devices and other programs increased 78%, as companies embrace a role that goes far beyond developing and manufacturing products.
While many of these initiatives involve collaborating in new ways with non-pharmaceutical companies, investments by these same non-pharma companies are outpacing those made by pharma companies, challenging industry members to either increase their level of investment or risk diminished relevance. These findings and other insights were released today in Progressions: Building Pharma 3.0, Ernst & Young’s annual global pharmaceutical report.
Digital Out-of-Home Closing on Traditional by 2013
Posted on March 1st, 2011
MediaPost Online — According to a new report from Adcentricity, published by Marketing Charts, projections from the “Digital Out-of-Home Outlook & Planning Guide” indicate that DOOH media spending will rise about 57% between 2009, when it reached $2.6 billion, and the 2013 $4.53 billion estimate.
Though final figures for 2010 are not complete, DOOH spending is predicted to reach $3.08 billion, an 18% year-over-year increase. This is projected to be followed by $3.56 billion in 2011 (15.5% YOY), $4.05 billion in 2012 (13.8% YOY), and about a 12% YOY increase in 2013.
Pharma Marketer’s Guide—Getting Started in Mobile Marketing
Posted on February 1st, 2011
Klick Pharma — 2011 will go down in history as the year of the smartphone. There has never been a better time for your organization to make the dive into mobile and to leverage the considerable consumer and HCP interest in smartphone and mobile web platforms.
This guide aims to provide pharma marketers with an overview of the key issues and challenges surrounding mobile marketing, as well as some potential solutions for effectively leveraging this channel within the complex regulatory environment.
Employing real data and pharma case studies, this guide will explore the common challenges faced with the core strategies most frequently developed in mobile: optimized websites, native apps, and advertising. This guide will provide an overview of each tactic, the associated legal/regulatory issues, and potential approaches to help marketers implement programs successfully.
