Melbourne CBD’s 14.4 meter by 2.9 meter advertising site, located across from Flinders Street Station is available for the first time for bids from outdoor media companies or direct- buying advertisers. This corner in Melbourne’s so called ‘Times Square’ is its busiest street corner, visited by around 80,000 pedestrians and 22,000 vehicles every weekday. The site, listed by Fivex Commercial Property, will cost around $4 million/ year. Continue reading »
A new outdoor advertising network was launched in London mid-October as one hundred 72- inch HD screens were installed across the capital city. This is the first roadside digital outdoor advertising network in the UK that allows brands to integrate social media and mobile technologies. This advancement uses NFC technology to make use of news, weather, and travel, enabling advertisers to tailor their ads to specific locations.
It is estimated that the ads will have 10.8 million views each week with the advantage of longer dwell times than currently exists with traditional advertising. Clear Channel CEO Matthew Dearden notes: “Our advertisers and their brands will be able to engage consumers by maximizing time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.”
Despite a retail slow down, Out-of-home (OOH) advertising experienced a modest growth in what is traditionally the slowest quarter for the industry. October figures show OOH at 1.5% more than the same period last year. This is a growth of 4.1% in one year’s time, a net increase of $13 million.
Charmaine Moldrich, CEO of the Outdoor Media Association explains, “We launched new MOVE data (Measurement of Outdoor Visibility and Exposure), for 2011 on September 12th which shows a 13.6% increase in audiences across the country for OOH.”
Software improvements are a part of MOVE’s improved functionality; customer feedback is addressed thus allowing OOH advertising to end the year increasing its market share.
Global Industry Analysts, Inc announced last week its release of a comprehensive global report on the outdoor advertising market. According to the report, the outdoor advertising market shows signs of an upward turn. In fact, the World Outdoor Advertising market is predicted to reach $43.8 billion in the next 6 years. Businesses are starting to redirect funding into advertising and marketing, thus providing signs of recovery in the market. Outdoor advertising holds a firm competition with traditional print and broadcast media as companies seek to get maximum benefit from their advertising dollar.
On your way to work this morning, did you happen to notice any outdoor advertisements? Let’s be more specific: how many billboards did you see? How many billboards do you remember passing and noting their message? Did one of the messages you encountered make you want to make a purchase?
According to the Arbitron National In-Car Study (2009 edition), billboards have an impact on consumers in regard to marketing and advertising. Because the average American spends about 20 hours per week in his car, and he travels more than 200 miles each week, there is ample time for outdoor advertising exposure. But, do we pay attention to it? And, for those of us who pay attention, does it make us want to make a purchase? According to the study, 71% of us “often look at the messages on roadside billboards (traditional and digital combined) and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.”
What is $200,996.00? The amount spent by the Outdoor Advertising Association of America on second quarter lobbying. According to disclosure forms, this figure is slightly higher than the same period one year ago when $186,384.00 was spent.
The Outdoor Advertising Association of America is a 120-year-old industry group. It represents billboard owners and the businesses that sell advertising space on billboards, bus and train stations, and other outdoor spaces.