AdSpace Digital Mall Network, whose screens are currently employed in 105 malls across the U.S., is having a great year, with its Q3 results up 73% over the same quarter a year ago, and the year-to-date up over 50% from last year, says Dominick Porco, chairman and CEO.
So New York-based AdSpace’s Porco is looking at Arbitron’s recent Out-of-Home Digital Video Display Study 2009 with glee: It shows that approximately 67% of U.S. residents aged 18 or older have seen an Out-of-Home digital video display, in the past month, at one or more of 17 types of public venues.
It fits with what Porco is seeing: numbers that are attracting more major advertisers.
“We’re getting new advertisers from major studios, TV networks, packaged goods and telecoms,” says Porco. “We’re having a banner year. In fact, we had a meeting this morning (Friday, Aug. 7/09) and decided to definitely add 25 more malls – but are considering 50.”
With 12-to-15 of AdSpace’s 65” plasma screens in 8’ high custom cabinets, that’s a lot of new screens.
“We’re thrilled with the results of the Arbitron study,” says Porco. “This will get advertisers to sit up and take notice. So many millions of people noticed DOOH screens.”
Porco is now looking forward to a six-city Nielsen study next month that should indicate specific numbers for the AdSpace malls. Arbitron’s study noted that 31% (more than 71.9 million adults) of those who noticed a DOOH display in the past month saw it in a mall – not specific – but the two studies also have different methodology.