New Outdoor Advertising Targets Market Directly
In recent years, the outdoor advertising industry has been pulled into a debate about digital marketing and sustainability. On one side of the argument is the widely popular argument that billboard owners should take on environmental responsibility by removing their outdated billboards in favor of digital displays. This shift would cause less pollution given that outdoor digital displays don't require power from a single power source, thereby reducing CO2 emissions.
On the other side, many argue that outdoor advertising is crucial for one's ability to navigate public spaces and find local businesses in big cities like New York City and Los Angeles. Also, the effectiveness of billboards and other outdoor advertising medium have been proven in numerous research studies.
Through extensive market analysis by Ad-Tech Media, we find that there is a new breed of environmentally responsible outdoor advertisers. These companies have entered the industry by targeting their marketing towards sustainable practices for local businesses and their customers. In addition to the environmental benefits, these companies are also able to offer increased revenue potential for local businesses looking to advertise themselves.
Ad-Tech Media's 2013 Out-of-Home Outdoor Advertising Report provides detailed information on this new type of advertiser: companies that utilize eco-friendly billboard technologies and digital display media to target consumers with different messages based on whether they use sustainable products or practices. In total, this report identifies two distinct categories of outdoor advertising market: "Eco-friendly public service marketing" and "Eco-friendly retail marketing."
According to Ad-Tech Media's report, the eco-friendly public service marketing sector consists of companies that target the general public with messages about energy efficiency, water conservation and recycling. These companies mainly use digital displays in pedestrian areas like schools and parks, but also utilize grain silos for indoor and outdoor display. The second group's aim is to increase sales for local businesses by making it easier for consumers to find local products. These companies mainly use traditional billboard media and have not yet adopted any digital technologies such as LED billboards or social media.
With the shift to digital billboard display, companies are able to broadcast richer images and video without incurring a significant amount of power that would otherwise be wasted. Since all displays require some amount of power, using digital billboards comes with benefits that cannot be achieved with traditional outdoor advertising medium. Such an example is the use of interactive displays on and around billboards. Digital billboard displays allow companies to promote information at certain times or change their message at any given time to offer more in-depth details and product information. Glimpses like these into digital advertising possibilities are capable of creating positive changes in the industry by making it more environmentally sound and delivering better customer experiences.
Companies such as Signage Media and Clear Channel are at the forefront of digital billboard display, utilizing technologies such as LED billboards, wireless networks and social media to deliver detail-rich messages to consumers. Achieving this precise audience targeting is achieved by utilizing both traditional methods like demographics and also newer data sources such as GPS location technologies. Unlike traditional billboard advertising, sign companies have much easier access to these data sources and can achieve precise targeting that would otherwise be impossible with outdoor advertising. Furthermore, digital outdoor advertising platforms enable sign companies to create a more targeted network of customers based on their individual interests or preferences.
The future holds continued growth for these companies with the increased adoption of digital billboard marketing platforms in urban areas worldwide. Safe to say, the usage of digital outdoor advertising platforms will continue to be on the rise in the years to come and companies who embrace this platform will see a boost in revenue while simultaneously striving towards being more environmentally conscious.
Source: http://www.ad-techmedia.com/readArticle.aspx?id=228856
Tags: Global Outdoor Advertising Market; Outdoor Digital Display; Outdoor Digital Advertisement; Outdoor Digital Advertisement Market Trends.
We take a close look at the evolving landscape of New York City, the heart of America's most populous city, and its effect on the overall U.S. outdoor advertising market in 2014. This report reviews the major drivers and trends in New York City and provides analysis of each trend. We examine topics such as the success of digital billboards, competition for presence in this market and how agencies are responding to client needs
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Breakout Media (BRKO) is an outdoor advertising company that focuses on three primary business lines through its subsidiaries: billboard, street furniture, and airport advertising. All three business lines are either public or private operations with a strong focus on digital technology including LED displays and mobile billboards. As of September 2013, the company operates in 35 markets in North America with a total of 638 locations.
Clear Channel Outdoor Holdings Inc. (NYSE:CCO) is a major player in the U.S. outdoor advertising industry. The company owns or operates more than 1,200 outdoor advertising displays across 36 markets in 14 countries worldwide and is the largest operator of digital billboards in the U.S.
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