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

Targeted ads make Canadians feel they have less privacy

Government report finds concerns about online personal information continue to grow

Not all millennials are created equal

MTM report underscores the consumption patterns of “Gen Z” and “Gen Y”

Convenience is key for men to eat healthy (Study)

Men’s eating habits closely associated with availability of healthy food near their homes

Expedia+ loyalty program makes Canadian debut

Travellers can collect Expedia rewards plus points earned through other programs

Simons adds to Canadian expansion plans

Retailer plans for second Edmonton store

New Standard Life app tries to get millennials saving

Goalkeeper helps break down long-term financial goals into daily choices