2012 is nearly over. Time to look at the outdoor advertising market and realize where it is taking us in terms of advertising budgets and technological advances.
In 2012 digital advertising averaged 27% of the total revenues for the OOH market. And in the next five years the digital advertising will account for 67% of growth for the whole outdoor industry.
As far as Russia is concerned, the Russ Outdoor marketing Agency reports the growth of the outdoor advertising segment to the level of 750 million US dollars in the first half of 2012 (a noticeable 12.1% growth compared to the similar period last year).
In 2012 digital advertising averaged 27% of the total revenues for the OOH market. And in the next five years the digital advertising will account for 67% of growth for the whole outdoor industry.
As far as Russia is concerned, the Russ Outdoor marketing Agency reports the growth of the outdoor advertising segment to the level of 750 million US dollars in the first half of 2012 (a noticeable 12.1% growth compared to the similar period last year).
On the whole we can talk about the following major tendencies in the development of outdoor advertising:
- wider range of advertising media and OOH advertising carriers;
- higher concentration of advertising per square unit (something that city authorities everywhere are ineffectively fighting against);
- improved creativity of outdoor advertising (mainly due to colorful video clips).
digest from Screens magzine
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