#DSinvestor – PQ Media Clarifications

Gail Chiasson, North American Editor

While not strictly an Investor Conference topic there was a LOT of talk around the 25% increase in growth by the DOOH sector in the U.S. for the first half of 2010, as announced (earlier) by the Digital Place-based Advertising Association, so we tackled Susan Danaher, DPAA president, on the subject.

“The 25% compiled for us by Miller Kaplan Arase included not just our members but was pretty complete across the industry,” says Danaher. “However, the cinema sector didn’t have its numbers ready, so it was not included. We’ve been told that the cinema sector’s first half of 2010 growth is about 11.5%

“Once the cinema numbers are included, the overall growth total would be somewhat lower, but still a hugely significant number compared to the 1% growth a year earlier.”

We also talked to Patrick Quinn, president of PQ Media, Stamford, Connecticut. In addition to tracking and forecasting digital out-of-home media and various other emerging media and markets, PQ Media collaborates with private equity firm Veronis Suhler Stevenson, New York, on the annual VSS Communications Industry Forecast. The VSS Forecast for 25 years has been the annual benchmark for spending, usage, growth and trends across all 20 major segments and over 100 sub-segments of the U.S. communications industry.

PQ Media, publisher of the Global Digital Out-of-Home Media Forecast series, will update its first-half 2010 estimates and offer a preliminary outlook for 2011 on Nov. 10 at the Digital Signage Show in New York. But Quinn provided some background for comparison.

“U.S. digital place-based network spending declined a slight 0.9% to $1.37 billion in 2009, but still did better than most other ad media for the year,” says Quinn. “Based on the most current pacing data, total DOOH network ad spend, including all 211 networks in the five major venue categories – cinema, retail, office, entertainment, and transit – grew about 10-15% year-over-year in the first half of 2010, driven by strong secular trends in consumer behavior, measurement and marketing, as well as easy year-over-year comparisons in key ad categories such as automotive.”

PQ Media will publish the 4th edition of the PQ Media Global Digital Out-of-Home Media Forecast in the first quarter of 2011, which will include 2010 year-end actuals, five-year forecasts, historical perspective, and a wealth of other data and analytics by platform, venue category, and country, among others.

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