Out-of-home advertising set for digital boost in 2007

by Darren Davidson, Brand Republic 18-Jan-07, 10:45

LONDON - The out-of-home industry is set to receive a huge boost this year as new digital formats make a significant impact on the industry's revenues.

According to the Outdoor Advertising Association, digital revenues will grow by 88.4% to £53.1m this year. The OAA said digital revenues grew by 12.4% last year to £28.8m.

By 2016, the OAA has predicted that digital screens will account for almost 12% of total revenues in the outdoor industry.

The OAA based its predictions on a number of new developments set to roll out at major outdoor sites including the expansion of Viacom's digital network on the London Underground and JCDecaux's plans for Terminal 5 at Heathrow.

The OAA is also expecting Clear Channel's Magink roadside portfolio and Titan's Transvision format to make an impact as the road and railway networks are expanded.

Alan James, the chief executive of the OAA, said: "Outdoor is about to move up a gear and advertisers are being offered a new range of exciting formats with which to reach and engage consumers. We believe that over the next five years digital screen revenue is set to increase nearly fourfold."

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