Adcentricity, an aggregator of digital out-of-home media, has unveiled its second quarter report on digital out-of-home for 2010, and says that, overall, the DOOH market is being driven in a “very positive direction,” according to vp Jeff Atley.
The report found that the financial services industry is leading the pack in DOOH, driving significant growth in the market. 55% of booking activity in DOOH was from this sector, according to Adcentricity.
—Intense competition in the telecomm sector means more campaigns will come in the second half of 2010.
—Home decor/renovation emerged as a contender in DOOH, with some seasonal investments indicating that the medium is being recognized as a potential promotional vehicle to drive in-store traffic.
—Government spending has increased as upcoming regional political battles loom. However, network reticence, operational restrictions and sometimes venue owner/network operator political biases are restricting full adoption of the medium. This is dampening enthusiasm and substantial revenue from entering the ecosystem.
—Pharma is a bright spot, with the industry realizing that the thousands of doctor office environments that have DOOH create a unique opportunity for drug makers and other related pharma products.
Adcentricity says it saw stronger than expected gains in convenience store activity and a doubling of interest in shopping center or mall environments.
Additionally, convenience stores at gas stations saw quadruple the interest than the same quarter the prior year. Other increased interest was for restaurants and bars, airports, and buses.
Education to Play a Role
Atley says that education of marketers about the value of DOOH networks will play a key role in the decision-making process.
The second quarter was Adcentricity’s single largest booking quarter on record.