»
Outdoor advertising should remain the fastest growing medium behind the internet, with a 6.7 percent growth rate, according to Veronis Suhler Stevenson.
That growth will launch spending to $7.25 billion for the year. PricewaterhouseCoopers expects an even higher rate of growth, at 7.9 percent, writes Mediaweek. Among outdoor venues, cinema and transit advertising could grow by 10 to 12 percent, says Stephen Freitas, CMO of the Outdoor Advertising Association of America, while plain old billboards should account for some 60 percent of outdoor business in 2007.
Place-based media buys will expand at sports stadiums and transit hubs, and digital technology will continue to shape the future of the outdoor medium. Digital billboards, particularly, are set for growth. Clear Channel Outdoor, for example, currently runs digital billboard networks in several cities.
Interactive media buys will increase, as well, with major brands continuing to explore texting, Bluetooth and WiFi as new ways to reach consumers.
Measurement, too, should improve. The Traffic Audit Bureau is preparing to unveil metrics that it expects will help advertisers calculate their outdoor campaign’s ROI.
The industry is also expected to go green in the coming year, with eco-friendly initiatives such as paste-free posters and solar power becoming more prevalent.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
