Screenmedia dominates the digital sector, with advertising on digital outdoor media forecast to increase by 44% this year, up from £19.6 million in 2004, according to a report from Avanti Screen Media.
Key findings from the report reveals that advertising decision makers for young adult brands are turning to screenmedia to reach their audience, with 85% expecting to buy screen airtime in the future.
According to the report, Avanti is the UK’s leading service provider of screenmedia with an audience of 12 million customers per week across the country’s leisure and shopping centres.
Commenting on the report, David Williams, said: “We have decided to release to the open market a comprehensive summary of unique and valuable intellectual property in the form of this research project in order to stimulate broad market development.”
Explaining how the findings can be used, Williams revealed: “The research in the report has now led us to sell researched impacts and not grow customers per week, and we hope that the rest of the industry will soon follow.”
He added: “Furthermore, this year we have found there is unprecedented activity from retailers. They are no longer questioning the rationale of screenmedia, but rather asking how and at what cost?”
The Avanti report shows that the bar and leisure sector is the most established and proven sector in screenmedia, offering the benefit of good traffic with a high dwell time at the point of sale for drink advertisers, but also an attractive environment to lifestyle advertisers.
In shopping centres the new technology was found to deliver strong uplifts for advertisers and encouraging people to visit more areas of the centre.
Out-of-home (OOH) media saw total advertising expenditure of $5.5 billion in the US during 2004, a massive increase of 91% over this last decade, and is forecast to continue the upward trend, according to a recent study from Mediaedge:cia (see Outdoor Advertising One Of The Fastest Growing Media).
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