Downturn is over for sector in UK, says researcher
Better understanding by creative departments, improved audience metrics and the 2012 London Olympics will be drivers of further growth in the British digital out-of-home advertising market, according to researcher Screen Digest.
DOOH in the UK was hit – like all media – by 2009’s economic downturn. “Despite being fashionable, digital display was a new and unproven format. In challenging times when media buyers must deliver ROI they reverted to tried and tested traditional media and DOOH was sidelined. At the same time many of the smaller, independent players went out of business,” said Vincent Létang, Screen Digest’s head of advertising.
But the medium bounced back quickly and was growing again by the last quarter to record a 30 percent year-on-year increase in advertising revenue, Screen Digest found.
It now accounts for nearly ten percent of Britain’s total outdoor advertising market, and Screen Digest expects boom times to continue through 2010, with 20 percent revenue growth on 2009.
Factors working in DOOH’s favour include greater creative expertise and increasing advertiser acceptance of the medium as an extension to TV and online, according to Screen Digest. The researcher also expects a fillip next year from Postar, the UK’s outdoor audience-measurement organisation, with the arrival of new measurement tools.
“Looking further ahead, the London Olympics in 2012 should herald a surge in demand and we expect to see further investment in digital displays by the major players to capitalise on being the host city,” said Létang.
www.postar.co.uk
www.screendigest.com
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