So, how are we DOOH’ing?
So, how are we DOOH’ing?
Jul 05It’s normal in business for people to ask how things are going, and it seems particularly so when the industry is relatively new and seen as a little speculative.
Certainly, we get asked how the Digital Out Of Home (DOOH) sector is doing and what we tend to say is that while growth is never as fast as you hope it will be, the sector here and elsewhere is certainly growing. We can say that from our own perspective in the region, but also in the generally strong signals we see and read from around the globe. Generally, the healthiest growth seems to be coming from established Out Of Home outdoor media companies that have experienced advertising sales forces, deep ties with agencies and brands, and both the need and resources to convert their inventory from static to digital. In some respects, that’s not so much a new industry as a well-established one making a major technology adjustment. In Australia, that country’s Outdoor Media Association says it has come off its sixth consecutive quarter of growth, with a five percent increase for Q2 and a year-to-date rise of 5.4 percent. Business was up 19 percent in 2010. As reported in DailyDOOH, an Italian report from a group representing the majority of that country’s media companies said overall OOH business was flat in 2010 and actually expected to slip in 2011, but the DOOH sector was expected to grow by more than 100 per cent in 2011. In North America, the Chicago-based Platt Retail Institute looks at the sentiments of the region’s digital signage sector and creates an index of business and industry activity. The latest PRI Index, released last week, suggests the current DS Index (for Q1 2011) was down sharply from the 3.82 percent increase of Q4 2010 and fell behind GDP growth for the first time since PRI started doing its Index.That owes, says PRI, to the limp state of the US economy. But the organization says things appeared to be on the rebound in Q2.
So, how are we DOOH’ing? Overall not too bad.
