Tag Archives: personalized message

Growth of out of home ads reflects our fragmented media consumption

Physicists tell us the universe is ever-expanding, a concept that can make the mind reel. Advertisers trying to reach their target audience know this feeling well, as media alternatives continually fragment and multiply. One solution: Forget about media as we would ordinarily think about them and look to the places your market congregates as the medium itself.

I’m only a recent convert to the power of out of home advertising, but that only seems to make me more of a zealot. Here are three examples worth filing away in your new media mental database:

The reach and creative potential with out of home are a couple of reasons it is growing when other media types are stagnant or shrinking. According to the OAAA, revenue for out-of-home advertising so far this year has increased by 7.9% (within a rounding error of the growth seen last year, and the year before). This projection for 2007 is based on spending in the first six months of the year. The graphic below shows prior growth.

Growth of out of home this year is projected again at roughly 8 percent

All of this is great news for brands that want to make a difference. There are many ways to truly involve consumers — some quite high tech, some that are extremely “out there,” and some that are frankly both. It all makes for an interesting ride with plenty to see and do.