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Broadsign releases State of Static OOH Report, includes insights for digital age

Digital signage firm Broadsign has released its State of Static OOH Report, including insights for the digital age.

Image: Adobe Stock

February 15, 2024

Digital signage firm Broadsign has released its State of Static OOH Report, including insights for the digital age such as sustainability and the rise of digital signage, according to a press release.

"Static is going to continue playing an essential role in the OOH market for the foreseeable future, but as more screens go digital, adapting with the times will be vital," Catherine Lee, product marketing specialist at Broadsign, said in the release. "To this end, there is more work to be done to automate the tools and processes used across the industry and reduce static OOH's carbon footprint.

"Our report findings not only reinforce these challenges but point toward an optimistic future for the industry should it work together to evolve and overcome them," Lee said. "We're excited to reveal our findings to the community and hope they'll inspire conversions that drive change."

Key findings in the report include:

• Nearly 70% of available OOH market inventory today is static.
• Insights from more than 125 OOH professionals from 60 companies located around the world, with 2/3 of participants from companies that have hybrid static/digital networks.
• 87% of respondents believed incorporating more automation into their processes would benefit their businesses.
• 59% of respondents said data-driven targeting will significantly impact future industry growth.
• Almost 64% of respondents reported having made pledges to reduce their carbon footprint.
• 56% of respondents reported using energy-efficient LEDs for signage.
• 33% reported using recycled materials.
• 48% noted reusing or donating vinyl post-campaign.