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

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Nestlé Waters urges moms to put down the pop

New PR campaign touts benefits of water

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

Canadian Tire introduces enhanced loyalty program

A digital addition to Canada's unofficial second currency

Dove celebrates 50 with new campaign

50 short films of 50 real women carry Real Beauty forward

Cosmetics and housewares popular online shopping items

Ipsos Reid says annual online bill reaches almost $1,000

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers