Double Digit Growth For DOOH

Adrian J Cotterill, Editor-in-Chief

Kinetic, in partnership with Grand Visual, has released its second annual Digital Out of Home Handbook – a handbook that is fast becoming the ‘definitive’ guide to the digital OOH sector in the UK.

The handbook is released as the Outdoor Advertising Association (OAA) reports double digit growth for digital Out of Home revenues in the first quarter of 2010. According to the industry body’s figures, digital OOH revenues between January and March rose 11% year-on-year to £19.06m, up from £17.14m in the same quarter last year.

Carolyn Nugent, Kinetic’s head of digital, UK told us “The popularity of digital Out of Home continues to grow across a range of environments. We are seeing a particular increase in demand in the retail environment, from malls to convenience stores; a trend we expect to continue for the remainder of 2010″.

The OAA figures illustrate the phenomenal success of digital OOH over the last few years. The revenue figures for Q1 2010 are just half a million shy of those earned in the whole of 2004 when the OAA reported that digital accounted for £19.59m.

The 130-page guide is a reference point for all those involved in the planning, creation and execution of advertising across the industry’s complete spectrum of screens.

Neil Morris, founder and managing director of Grand Visual told us “The growth of the medium is tremendously exciting but it can seem a daunting collection of varied technologies, displays and delivery specifications. The handbook is an invaluable guide for creatives and producers and should be instrumental in helping the industry deliver more effective, more ambitious, bespoke digital OOH work.”

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