© Photo: C-nario Executive Team: Patrick Quinn, President/CEO; Leo Kivijarv, Ph.D., Vice President/Research; Tabor Ames, Vice President/Marketing Methodology The PQ <strong>Media</strong> Alternative <strong>Out</strong>-<strong>of</strong>-<strong>Home</strong> <strong>Media</strong> Forecast 2007-2011 provides exclusive data and analytics tracking spending and trends in video advertising networks & screens, digital billboards & displays, and alternative ambient advertising. In defining the alternative out-<strong>of</strong>home sector and which media segments to include or exclude, we quickly eliminated a number <strong>of</strong> ancillary industries that have applications closely related to alternative out-<strong>of</strong>-home, including promotional strategies such as in-store and point-<strong>of</strong>purchase, and event marketing strategies aimed to create a buzz known as word-<strong>of</strong>mouth, guerrilla or street marketing. In defining the alternative out-<strong>of</strong>-home category, we sought the advice <strong>of</strong> our aforementioned media leader panel regarding various data and information that should or should not be included in the segments or subsegments <strong>of</strong> this sector. Alternative <strong>Out</strong>-<strong>of</strong>-<strong>Home</strong> <strong>Media</strong> Analysis, 2001-2006 Arguably the world’s oldest mode <strong>of</strong> advertising, out-<strong>of</strong>-home (OOH) media has been electrified in recent years by what could be dubbed a perfect storm: the convergence <strong>of</strong> favorable consumer, advertising and technology trends All three subsegments <strong>of</strong> alternative OOH media — video advertising networks & screens, digital billboards & displays, and alternative ambient advertising — <strong>are</strong> fueling the segment’s strong growth. Indeed, the development, advancement and www.cleverdis.com employment <strong>of</strong> new technology, creative conduits and unconventional locations to connect with consumers <strong>are</strong> the driving forces keeping the OOH sector ahead <strong>of</strong> a fast-moving media curve. Consumer Trends Various recent data indicate that Americans <strong>are</strong> spending more time out <strong>of</strong> their homes. U.S. residents spend twice as much time outside their homes and workplaces than they did just a few decades ago. In addition, the average commute time to and from work each day in a personal vehicle or via mass transit has increased steadily for the past several decades to almost one hour per day currently. As a result, consumer exposure to OOH media is increasing in captive environments. Advertising Trends Faced with fragmenting audiences, diversifying demographics and an elusive youth market prone to media multitasking, leading brand marketers in recent years have been shifting ad dollars away from traditional mass media to alternative media strategies and tactics In short, marketers <strong>are</strong> seeking to improve their return on investment by creating and delivering more effective ads through multiple channels that will engage consumers without disrupting them. Marketers <strong>are</strong> endeavoring to do this in a measurable, cost-effective manner. Data gleaned from an exclusive survey <strong>of</strong> the PQ <strong>Media</strong> Global Opinion Leader Panel, which includes top media industry executives, indicates that there <strong>are</strong> nine important reasons why brand marketers <strong>are</strong> investing more money in alternative OOH media: • Product category exclusivity; • Proximity to point-<strong>of</strong>-purchase; • Measurable sales impact; • Ability to buy national, regional and local; • Niche audience targeting; • Quantifiable traffic exposure; • High engagement; • Flexibility in media format, location and time; • Cost effective – CPMs comparably low. PART 2 • Market Data, Analysis & White Papers Alternative <strong>Out</strong>-<strong>of</strong>-<strong>Home</strong> <strong>Media</strong> Forecast 2007-2011 An exclusive primary research source from PQ <strong>Media</strong> Technology Trends New technology has been the key variable driving change in the media business for centuries, and its impact has become even more pronounced over the past decade as the rollout cycle <strong>of</strong> new or upgraded platforms has accelerated. These technologies have given consumers more control, efficiency and options than ever before. Consequently, advertising is transitioning from the traditional push model to a consumer-controlled pull model. A notable exception to this trend is the OOH media sector, which benefits from captive audiences and is using digital platforms to drive future growth. Video Advertising Networks & Screens Video advertising networks & screens (VANS), <strong>are</strong> also sometimes referred to as captive video networks, narrowcast entertainment, educational and advertising content to target audiences in various OOH locations. Growing financial investment and ad spending in the VANS segment is being fueled by research indicating ad effectiveness and technology enabling the accelerated rollout <strong>of</strong> advanced systems in a range <strong>of</strong> locations. <strong>Digital</strong> Billboards & Displays <strong>Digital</strong> billboards & displays (DBD) deliver advertising messages through boards and displays, with newer versions serving multiple brands and changing ads at predetermined times, as well as by motion recognition. DBD <strong>are</strong> located at-road, atretail, at-transit and at-events. Alternative Ambient Advertising Alternative ambient advertising, sometimes referred to as place-based media, includes advertising delivered via conduits and locations not used traditionally by OOH advertisers to reach consumers during their daily routines. The emergence and growth <strong>of</strong> the ambient market has been spurred by brand marketers seeking to target audiences using methods that <strong>are</strong> relatively non-intrusive and <strong>of</strong>ten unexpected. For example, signage targeting younger demographics in rest rooms at bars. <strong>Out</strong> <strong>of</strong> <strong>Home</strong> <strong>Digital</strong> <strong>Media</strong> SMARTreport January-July 2008 / 31
“<strong>Digital</strong> art has become a major current <strong>of</strong> artistic expression within contemporary art. It engenders other innovative concepts such as dynamic art which adds movement to images and gives digital creations the breath <strong>of</strong> life that the surrealists dreamt <strong>of</strong>. Dynamic art uses a concept <strong>of</strong> perpetual movement as a basis for artistict creation. It is founded on the progress <strong>of</strong> time and its action on the artistict environment.” Patrick Goubet - January 2008 Artist and founder <strong>of</strong> ArtDisplay www.artdisplay.fr ArtDisplay
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