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MediaLife forecast: Out-of-home in 2010
January 6, 2010
In 2009 the out-of-home industry suffered right along with other media during this recession, says MediaLife. The recovery may not begin in earnest until the second half of this year, after the broadcast upfront, when fast food chains, movie studios and banks are expected to ramp up their spending. Too, the category will be buoyed by new technology such as digital out-of-home (DOOH), which allows advertisers to swap creative in and out at the flip of a switch, and the Traffic Audit Bureau's Eyes On Out of Home Media Measurement, which gives media buyers and planners more reliable data regarding who sees their ads.
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