The seventh edition of PQ Media’s (PQM) annual Global Digital Out-of-Home Media Forecast shows that ‘influential’ markets stuttered last year. Both key and emerging regions were hit with debt issues, asset bubbles and political tensions. These included the USA, China and Russia.
Despite the challenges, media operators’ revenue rose 9.3% YoY in 2013, to just under $8.9 billion. At the same time, consumer exposure to DOOH was up 7.2%, to an average of 14 minutes each week.
PQM believes that both operator revenues and consumer DOOH exposure are accelerating this year. These have been supported by an improving worldwide economy; new and expanding DOOH networks; two major sporting events; and increased ad spending in the healthcare and transit categories. In addition, companies now consider digital screens in and around sporting venues, busy roadsides and transit hubs as important sites to spend on during sporting events and political campaigns.
DOOH operators are being challenged by factors such as mobile integration and operator consolidation. PQM believes that the market as a whole is at a ‘critical juncture’; operators must redouble efforts to differentiate their media assets and prove their value, to increase advertiser confidence.
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In Europe, Germany is also struggling in digital signage with only limited year on year growth. (BR)