Outdoor advertising is beginning to get the attention that the medium deserves. Innovations in digital signage and the advent of new measurement tools are positioning the outdoor advertising market to seize a larger share of overall ad spending.
Greater resources are being committed to digital out-of-home executions. Digital signage networks are expanding across a range of verticals, including significant growth in the retail, healthcare, financial, and transportation sectors. In the increasingly fragmented world of traditional media, new digital technologies are elevating the flexibility, timeliness, and efficacy of outdoor advertising campaigns.
“We’ve always known out-of-home to be an integral part of our communications plan, efficiently generating high levels of awareness in close proximity to point of sale, but it was logistically difficult to buy across markets,” said Damon Peirson, SVP, Director OOH/Local Print of Zenithmedia. “…we anticipate greater ease of sale, and more flexibility in executing multi-platform campaigns and in reaching consumers in some of the highest-traffic areas throughout the entire day and night across markets.”
National advertisers are moving a greater share of their ad budgets to out-of-home. Global technology companies, including Intel, Cisco, and NEC, are investing large amounts of capital to develop next generation digital signage platforms. These organizations are looking to supply the infrastructure that will fuel our physical world’s digital evolution. The same revenue and growth projections fueling the technology side of the industry have motivated Clear Channel to form a new out-of-home planning unit, the Clear Channel Outdoor National Sales Group.
The Clear Channel Outdoor National Sales Group is dedicated to aiding advertiser and agency partners in the planning, buying and implementation of multi-platform and multi-market out-of-home campaigns.
“The appeal of outdoor in engaging mass audiences is growing with new digital innovations, true measurement and the ability to deliver integrated multi-platform campaigns – with its real-time information delivery capability,” stated Rocky Sisson, Clear Channel Outdoor’s Executive Vice President of Sales and Marketing.”Created with the key mission of growing share with existing clients and introducing new advertisers to the benefits of the out-of-home medium, the NSG will greatly aid CCO’s advertising partners attain their marketing and sales goals.”