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Global History, Spending, Trends & Analysis

As the global economy continues to weaken, traditional media advertising dollars continue their migration to alternative media, and specifically digital out-of-home (OOH), in the US and abroad, as the seminal transition taking place across the media landscape continues to accelerate.

This first-ever primary research into the global digital OOH market, reports rapid growth of 22% to $5.4 billion in 2007, and an anticipated increase of 13% to $6.1 billion in 2008. However, after growing at over 20 percent every year from 2002-2007, US growth in digital OOH media is expected to go through a shakeout, with a dip to 9.1% in 2009, bouncing back to 12.8% in 2010 as conditions improve. The US accounts for 40% of the global DOOH industry, but that percentage is expected to decline over time. Key international markets include the UK, Japan, France, Germany, Russia, and China, with the Chinese market benefitting from the impact and innovation of Olympic marketing.

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