BIA/Kelsey Forecasts Digital Out-of-Home Ad Revenues to Grow from $2.2B in 2009 to $3.7B in 2013, Driven by Consolidation, Partnerships and Platforms

BIA/Kelsey Forecasts Digital Out-of-Home Ad Revenues to Grow from $2.2B in
2009 to $3.7B in 2013, Driven by Consolidation, Partnerships and Platforms
Outlook for DOOH among key topics on the agenda at BIA/Kelsey's Interactive
Local Media 2009 conference, Dec. 9-11 in Los Angeles

CHANTILLY, Va., Nov. 4 /PRNewswire/ -- Analysis by BIA/Kelsey indicates
digital out-of-home (DOOH) advertising, which leverages spending trends toward
digital media, hyperlocal, personalization and engagement metrics, is poised
to be the next major growth area in local advertising. BIA/Kelsey forecasts
DOOH advertising revenues to grow from $2.2 billion in 2009 to $3.7 billion in
2013, representing a compound annual growth rate of 13.5 percent. During the
same period, traditional out-of-home (OOH) advertising revenues will only grow
at a CAGR of 1.4 percent, from $4.4 billion in 2009 to $4.6 billion in 2013.

DOOH comprises digital billboards and place-based digital networks, which the
Outdoor Advertising Association of America (OAAA) defines as follows:
-- Digital billboards are static roadside displays that rotate
advertising
messages every eight to 10 seconds.

-- Place-based digital networks are often indoors and positioned in
commercial areas where groups of people congregate. Place-based
digital
networks carry both video content and static advertisements.

In a recent report on DOOH ("Digital Out of Home: Hyperlocal and Hyper
Growth?"), BIA/Kelsey notes there are more than 2,100 outdoor advertising
companies in the United States. The newer digital segment has more types of
companies and is much less concentrated and faster growing than OOH. The OOH
advertising industry is heavily concentrated with just three firms earning 85
percent of traditional billboard revenues. Billboards account for 66 percent
of all OOH revenues. The remaining 15 percent of the market is highly
fragmented.

"OOH is relatively easy to plan and buy since it is so concentrated," said
Rick Ducey, chief strategy officer, BIA/Kelsey. "DOOH must get easier to plan,
buy and measure in order to reach scale. With consolidation, partnerships and
interoperable platforms, we see the buying process becoming more integrated,
which will spur growth."

The outlook for DOOH is among the local advertising topics on the agenda at
BIA/Kelsey's upcoming conference, Interactive Local Media 2009 (ILM:09), Dec.
9-11 in Los Angeles, California. The program features a session titled
"Digital Out-of-Home: Expanding the Interactive Experience for the Consumer,"
which will cover the emergence of the "fourth screen" for audience engagement
through video screens at gas stations, on city buses, on roadside billboards,
in-store, and in venues such as bars and restaurants, health clubs and public
spaces. Moderated by BIA/Kelsey's Ducey, this session will include panelists
Adam Bleibtreu, CEO, Retail Media Co.; Stephen Randall, CEO, LocaModa; and
Lori Schwartz, Senior VP and Director, Interpublic Emerging Media Lab. Brian
Buchwald, Executive VP, Local Integrated Media & NBC Everywhere, NBC
Universal, is also expected to touch on DOOH during his keynote address on day
two, in which he will share his company's local strategy and perspective on
the future of Web-infused TV.

ILM:09 is BIA/Kelsey's annual conference devoted to digital media with a local
focus. The theme for this year's event is "Monetizing the Local Opportunity,"
and the agenda will cover a range of important topics, including local social
media, local search and mobile search. Conference sponsors include 3L System
Group, Acxiom, AgendiZe, Amdocs, Exalead, Kenshoo, Local.com, Local Matters,
Localeze, Marchex and MatchCraft. Association partners include Association of
Directory Publishers (ADP), International Classified Media Association (ICMA)
and Yellow Pages Association (YPA). Media partners include AIM Group,
TVover.net and YP Talk. For more information, visit
www.kelseygroup.com/ilm2009.

The "Digital Out of Home: Hyperlocal and Hyper Growth?" report is available to
clients of BIA/Kelsey's Interactive Local Media Continuous Advisory Service.
Contact Michael Taylor at mtaylor@kelseygroup.com for more information on
BIA/Kelsey advisory services.

About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through Consulting and
Valuation Services, Research, Continuous Advisory Services and Conferences.
Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic directories markets, as well
as to government agencies, law firms and investment companies looking to
understand trends and revenue drivers. BIA/Kelsey's annual conferences draw
executives from across industries seeking expert guidance on how companies are
finding innovative ways to grow. Additional information is available at
www.bia.com and www.kelseygroup.com. The company's blogs are located at
http://blog.bia.com/bia/ and http://blog.kelseygroup.com, and it can be found
on Twitter through http://twitter.com/BIAfn.

SOURCE BIA/Kelsey

Eileen Pacheco for BIA/Kelsey, +1-781-556-1026, eileen@tango-group.com; or
MacKenzie Lovings, BIA Financial Network, +1-703-818-2425, mlovings@bia.com