Digital out-of-home on the up
DOOH frontier. Brands and investors see digital out-of-home as the next frontier in media, similar to the early days of radio, cable and the Internet, according to PQ Media. “Our research indicates three distinct phases in the emergence of successful new media – gold rush, shakeout and breakout – and the [DOOH] business, especially video networks, are in the second phase and will likely be well into 2010,” said Patrick Quinn, president of the US-based research outfit.
PQ Media says strong secular trends impacting the broader media economy have had a positive impact on the DOOH industry, as consumers spend more time outside their homes, commute longer to work, use ad-skipping technology and multitask with various media on the go throughout the day.
