Consumer Insights: Digital puts the awe into out-of-home (Infographic)

Digital signage is now the second fastest-growing ad medium in the world

Digital is arguably the biggest technological advancement to hit the out-of-home industry since the 1796 perfection of the lithographic process gave rise to the illustrated poster—a direct antecedent of today’s billboard.

According to the Outdoor Advertising Association of America, the first digital billboards were installed around 2005. In the past decade, digital boards have appeared in just about every conceivable out-of-home (OOH) location: bars and restaurants, colleges and universities, arenas and fitness clubs.

Perhaps no other traditional advertising medium has successfully reinvented itself for modern marketing. Digital signage is now the second fastest-growing ad medium in the world. In 12 of 15 national markets studied by PQ Media, digital OOH (DOOH) was second only to mobile as measured by the average weekly exposure to consumers.

This story originally appeared in the May 2014 issue of Marketing

Consumer Articles

‘Tis the season? Retailers start stocking holiday merchandise

Canadian Tire, Walmart, Hudson's Bay preparing for Christmas shopping

Big Data Roundtable: The new business of marketing

Four senior marketers hash out the challenges of all those 1s and 0s

In a hurry? Starbucks has an order-ahead app for that

Coffee chain joins growing list of companies trying to appease time-starved customers

Why retailers should embrace beacons (Study)

Majority of shoppers are open to receiving messages relevant to their location takes Canadians on holiday

Survey-driven campaign highlights travel experiences of the vacation-deprived

Clarks opens pop-up shop in Toronto

U.K. shoe company's first North American pop-up showcases its heritage

Consumer Insights: The Gen Z Job Market

Research shows post-Millennial priorities for the next wave of 30U30 superstars

Sampler brings a bit of SaaS to product sampling

Enterprise platform automates and deeply analyzes free sample giveaways online