NEWS6 April 2016

Digital out-of-home advertising predicted to be fastest-growing media channel

Media News Trends UK

UK — Digital out-of-home (DOOH) advertising is considered the number one medium by UK media planners and outdoor specialists, and is predicted to see the most growth over the next five years. 

DOOH crop

This is according to a study of just over 200 executives from media agencies and the outdoor specialists sector, commissioned by DOOH media owner Ocean.

According to the results, 86% of respondents identified DOOH as having the biggest growth potential in that five year period. This placed it ahead of mobile ( 67%) and video on demand ( 61%), as well as every other media channel. 

The medium scored higher than other media channels for offering dynamic ( 83%), exciting ( 69%), modern ( 82%) and versatile ( 67%) advertising environments. 

Cost and flexibility were highlighted as issues to be addressed.

“DOOH needs to educate and prove to the industry it is audience, content and cost driven, “ said Richard Malton, Ocean marketing group director.

“Automated planning and trading environments like Signature’s The Loop is a significant step towards achieving the necessary transparency and flexibility.”