Out of Home Video Advertising Explodes

The Arbitron Out-of-Home Digital Video Display Study 2009 study reveals that approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen an Out-of-Home (OOH) digital video display in the past month at one or more of the 17 types of public venues examined for the report.  The general audience for OOH digital video displays represents a cross-section of American consumers, and closely mirrors the average U.S. population.

The obvious venues are listed i.e. the mall, the cinema, waiting rooms but interestingly emerging areas include restaurants (14% of Americans have seen and 7% at the health club). Clearly we are going to surrounded by screens, and increasingly intelligent ones targeting demographics of those venues and later who knows! Ridley Scott defintately got it right in Blade Runner.

We are seeing a number of out of home digital media solutions in New Zealand emerging, often for major brands, and often in-store. However there are a number of companies out there doing exciting things at a local level which small medium business will be able to take advantage of. We are testing with some of these companies at the moment, as all our online video content is also made for both outdoor display and mobile.

For an advertiser or business online video is a terrific value proposition, content can be repurposed for so many channels – own website, online advertising, social sites, mobile, OOH Digital. This means that the creative investment can be re-used in so many forms to reach different audiences. This is something print media is simply unable to achieve.