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Out-of-home ad spending grows 27 percent

May 28, 2007

eMarketer: Spending on alternative out-of-home media, which includes video networks and digital billboards, grew 27 percent to $1.69 billion in 2006, according to PQ Media's "Alternative Out-of-Home Media Forecast 2007-2011."

"Ironically, the trends impeding traditional media — consumer fragmentation and control, advertising accountability and the emergence of digital technology — are the very catalysts stimulating the tremendous growth in alternative out-of-home advertising," said Patrick Quinn of PQ Media. "Unlike its mass media peers, alternative out-of-home advertising is impervious to channel or Web surfing and is immune to audience fragmentation."

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