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

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

The neuroscience that explains TV’s enduring appeal

Brainsights research shows size matters when it comes to ad format

Mobile driving gains in time spent with media (Report)

Time spent with digital exceeds TV by nearly an hour each day

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location

Captain Morgan’s cottage hack

New campaign inspires Canadians to seize the summer in their own way

IAB study suggests Canadian ad blocking in decline

IAB Canada president sees a lot of potential in new stats on user expectations

What marketers need to know about housework (Study)

69% of Canadians think brands unfairly portray gender roles in the home

Local searches drive changes to Google’s ad offering

New formats and device-focused bidding for people - and advertisers - on the go

Dairy Farmers puts Canadians to bed

Nearly half of Canadians say lack of sleep affects productivity at work