US digital OOH media revenues up 11% in 2015; pacing for 9% growth in 2016

U.S. digital out-of-home media revenues grew 11 percent to $2.71 billion in 2015, the fastest growth rate in five years, according to a press release from PQ Media. Consumer exposure to DOOH increased 4 percent to 54 minutes per week, according to PQ Media’s new research.

Based on first-half pacing this year, U.S. DOOH advertising revenues are projected to rise another 8.7 percent in 2016, while consumer DOOH exposure is expected to grow at an accelerated 5.3 percent, the fastest growth rate since 2011, according to PQ Media’s US Digital Out-of-Home Media Forecast 2016.

PQ Media defines DOOH by two broad media platforms — digital place-based networks and digital billboards and signage — and further segments the platforms by nine venue and location verticals and multiple sub-verticals, such as cinema, roadside, retail, transit, health care and entertainment, among others, the release said.

The company said overall DOOH ad revenues grew at an accelerated rate in 2015, just one year after recording the second-slowest expansion (3.1 percent) since PQ Media began tracking DOOH in 2000. Key DPN verticals posted declines in 2014, including the largest, cinema and retail. But the DPN segment bounced back in 2015, as revenues increased 13.8 percent to $1.82 billion, the first double-digit increase since 2010, due to the absence of major political and sporting events siphoning ad dollars, the stabilization of management teams at leading DPNs and gradual integration of mobile technology, according to the release.

Fueled by the largest DPN operator, National CineMedia, in-theater advertising rebounded sharply in 2015 from declines in three of the four prior years, while the corporate and health care vertical posted its strongest growth ever, and transit DPNs notched their fifth consecutive year of double-digit expansion. Point-of-care DPNs powered the rapid expansion of the corporate and health care segment, which boasted the highest growth of all DPN verticals in 2015, as doctors leveraged digital and video tools to educate patients about the Affordable Care Act and offered advertisers hyper-targeting via mobile channels, such as providing patients with iPads to search for disease-specific information, the statement said.

DBB revenue growth also accelerated in 2015, rising 5.6 percent to $894 million, following the slowest growth on record in 2014, according to the US Digital Out-of-Home Media Forecast 2016. The two largest DBB operators — Lamar Advertising and Clear Channel Outdoor — reported challenging, but improved market conditions, as Lamar rebounded in low single digits in 2015, while Clear Channel’s results were impacted by the court-ordered closure of 77 DBBs in Los Angeles. Outfront Media was the primary growth driver among the market leaders, executing plan to  double its digital signage footprint, the release said.

Portending more growth ahead, consumer DOOH exposure increased for the fifth consecutive year in 2015, and is on pace in mid-2016 to grow at the fastest rate since 2011. Increased consumer DOOH exposure tends to presage growth spikes in ad revenues, the company said. Key drivers include more consumer viewing of content related to the 2016 Rio de Janeiro Olympic Games and coverage of the U.S. presidential campaign across DPNs and DBBs. Cinema exposure also grew in 2015, driven by a strong roster of blockbuster films.

“While legacy challenges continue to shadow DOOH, such as criticism regarding DPN’s lack of a solid ROI metric, the positive indicators outweigh the negatives in the long view. Our research shows that DOOH is the second-fastest growing ad-supported medium in terms of consumer exposure time, and it ranks third among ad media regarding operator revenue growth,” said Patrick Quinn, CEO of PQ Media. “Only mobile ranks ahead of DOOH in consumer engagement. Ironically, we expect better integration of mobile and social media, as well as more programmatic buying and mobile beacons to be key growth drivers going forward.”

Macro trends like consumers spending more time outside their homes and the gradual improvement of the U.S. economy should help brands open their media mix models to include more DOOH during the next five years, according to the report. Health care, transit and entertainment DPNs stand to gain the most from these trends. PQ Media expects DBBs to track more closely with even-year growth spikes in TV advertising in the forecast period, due to programmatic buying and day-parting, while DPN pacing indicates a converse trajectory of higher growth in odd years.

PQ Media projects total U.S. DOOH revenues to grow at a compound annual rate of 9.3 percent in the 2016-20 period.

Fonte : http://www.digitalsignagetoday.com/news/us-digital-ooh-media-revenues-up-11-in-2015-pacing-for-9-growth-in-2016/?utm_source=Email_marketing&utm_campaign=EMNADST08152016&cmp=1&utm_medium=HTMLemail_