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May 15, 2007

Alternative-Media Spending Rapidly Expanding

New trends that are stifling the growth of traditional media are opening the door to out-of-home (OOH) media, which includes video advertising, digital billboard, and place-based advertising such as floor pads. It seeks to connect with elusive consumers in captive environments such as retail, transit, cinema and offices.

PQ Media, a provider of alternative media economics, said spending on OOH media grew 27% to $1.69 billion in 2006, and is projected to grow by 27.7% this year. Comparatively, the ad industry as a whole grew by 6.4% in 2006.Key trends driving the expansion of OOH media are:

  • It provides high engagement, targeting options, proximity to point-of-sale, measurable impact and cost effectiveness.
  • Americans are spending more and more time commuting to work, walking in urban areas, waiting in transit hubs, and shopping at retail outlets.
  • Many consumers are believed to view alternative OOH media as favorable and educational.
  • Companies are able to launch digital ad platforms that generate higher revenues than conventional formats.
Last year, spending on video ad networks grew 28% to $1.1 billion. Digital billboards-and-displays was the fastest-growing segment with spending increasing 55.4% to $233.2 million. Place-based media increased 14.1% to $446.4 million.