Here’s a medialife magazine article in which ZenithOptima predicts out-of-home revenues will rise 4% during 2014. 4% growth may not sound like much but it is impressive when the US economy is growing by only 3%/year and when other forms of media are either declining (newspapers) or flat (radio and magazines). ZenithOptima says outdoor is growing for three reasons:
- Increased inventory.
- The use of technology to create a more flexible medium. Digital signs, for instance allow programming on week, day or even hour basis versus the old model of a 6-12 month contract.
- Time spent with outdoor is on the rise. I can listen to music on the radio or my iphone. I can watch programming on a tv network or via netflix or youtube. Commute times are increasing as roads become congested and there’s not much I can do when travelling in the car except look at the road and look at outdoor billboards.
