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ADCENTRICITY releases Q2 2010 DOOH report
August 10, 2010
Digital out-of-home aggregation and strategy firm ADCENTRICITY today announced its second quarter report on digital-out-of-home (DOOH) for 2010, a compilation of market data and insight best leveraged as a reference guide for agencies and marketers seeking a better understanding of the DOOH advertising sector.
"While the second quarter of 2010 was challenging for the media industry, given the current market conditions, there were significant bright spots and activity occurring that is driving the DOOH market in a very positive direction," ADCENTRICITY vice president Jeff Atley said in the release. "The second quarter was ADCENTRICITY's single largest booking quarter on record, paving the way for a strong second half of the year."
The report includes several key findings:
- The financial services market is leading the pack and driving significant growth in the market, with 55 percent of the booking activity led by this sector.
- Intense competition in the telecomm sector means more campaigns will come in the second half of 2010; however, the sector did sustain its interest in the DOOH market quarter over quarter in the first half of the year.
- The home décor/renovation category emerged as a contender with some seasonal investments indicating that DOOH is being recognized as a potential promotional vehicle to drive in-store traffic and affect in-store behavior.
- Spending in the government vertical has started as the country heads into upcoming regional political battles. However, network reticence, operational restrictions and sometimes venue owner/network operator political biases are restricting full adoption of the medium, thus dampening enthusiasm and keeping substantial revenue from entering the ecosystem.
- A bright spot in the quarter was that the pharmaceutical industry is beginning to realize that the thousands of doctor office environments with DOOH create a unique opportunity for drug makers and other related pharma products.
In addition, ADCENTRICTY saw stronger than expected gains in convenience store activity; a doubling of interest in shopping center or mall environments; quadruple the interest in activity in convenience stores at gas station environments; and a marked decrease in race track environments.
"From a location based perspective, we're seeing strong interest from venues like c-stores, restaurants and bars, airports and buses," Atley said. "Of no surprise is that education will continue to play a key role in the decision making process as networks continue to prove their value and provide true ROI to marketers."
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