Out-of-Home Video Advertising Spending in the U.S. Will Total $2.25 Billion in 2011,...

Out-of-Home Video Advertising Spending in the U.S. Will Total $2.25 Billion in 2011, Up From $1.26 Billion in 2007

DUBLIN, Ireland--(Business Wire)--Research and Markets
(http://www.researchandmarkets.com/reports/c78249) has announced the
addition of new eMarketer report Outdoor Advertising: A New Look to
their offering.

Outdoor advertising is as old as advertising itself, but new life
is being breathed into the old medium. In fact, as digital, video and
wireless technologies redefine the sector over the next few years, it
will rank second only to Internet advertising in ad spending growth.

The Outdoor Advertising report analyzes the digital reinvention of
this no longer "old" medium.

Outdoor advertising is bucking the trend.

"Outdoor advertising is bucking the trend," says Ben Macklin,
eMarketer Senior Analyst and author of the new report, Outdoor
Advertising: A New Look. "While other traditional advertising sectors
are struggling to adapt to increasingly fragmented audiences and
changing media consumption patterns, the out-of-home advertising
sector is actually reaping the benefits of the evolving media
landscape."

Unlike TV or radio, out-of-home advertising is immune to channel
or Web surfing and digital and video technologies are making the
medium more compelling and effective.

As an example of the opportunities that new technologies are
opening up, out-of-home video advertising networks will comprise the
largest component of what is described as the "alternative"
out-of-home advertising sector.

"Out-of-home video, also known as narrowcasting, is video content
and advertising distributed to captive audiences in such places as
retail outlets, transit vehicles, office buildings, shopping malls,
theatres, bars and restaurants, gas stations, hotels and gyms," says
Mr. Macklin.

eMarketer forecasts that out-of-home video advertising spending in
the US will total $2.25 billion in 2011, up from $1.26 billion in
2007.

The falling costs of flat panel LCDs, combined with the emergence
of IP and wireless Internet technology are driving the out-of-home
video advertising market.

"Another significant driver of the out-of-home advertising sector
is that US consumers are spending more time outside their homes,
shopping, dining, walking, traveling and waiting," says Mr. Macklin.

According to Veronis Suhler Stevenson, U.S. consumers spend twice
as much time away from home than they did 30 years ago and the average
daily commute has doubled to about an hour.

"New delivery and measurement tools are also giving advertisers
the confidence to embrace the emerging new creative possibilities that
out-of-home offers," says Mr. Macklin.

Key questions the "Outdoor Advertising" report answers:

-- What are the drivers of growth in the out-of-home advertising
sector?

-- How much is being spent on the various forms of out-of-home
advertising?

-- What are the opportunities and challenges for digital
billboards?

-- How effective is out-of-home advertising and how can it be
measured?

-- What are some creative examples of out-of-home advertising
worldwide?

-- And many others...

Chapters Include:

Executive Summary

The eMarketer View

Defining the Market

Advertising Spending by Media

US Outdoor Advertising Spending Estimates and Forecasts

Outdoor Advertising Awareness and Effectiveness

The Cutting Edge of Outdoor

Related Information and Links

For more information visit
http://www.researchandmarkets.com/reports/c78249.

Research and Markets Ltd.
Laura Wood
Senior Manager
press@researchandmarkets.com
Fax: +353 1 4100 980

Copyright Business Wire 2008