Outdoor industry to grow to £1.15bn

Advertisers will spend £1.15bn on out of home (OOH) media by 2020 – up from £880m in 2010, according to a new report by outdoor media agency Kinetic.

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The “On the Threshold of Change – the Future of Out of Home Media” report, predicts that the growth will be driven by digital technology such as screens and smartphones.

Kinetic also expects digital screens to make up 23% of the total outdoor market in the next 10 years.

It also predicts that 30 UK cities will have digital advertising networks by 2015 with almost 1,100 screens in use. Currently London is the only city with a comprehensive digital screen network.

The rollout of digital sites is also expected to change the role of outdoor advertising, the report claims, and it will become a more targeted media used for interactive and direct response.

Mobile devices with near field communications (NFC) and social media will also change the relationship between outdoor media and consumers as advertisers look to develop more interactive campaigns across outdoor and mobile channels, according to the report.

James Copley, COO UK at Kinetic Worldwide says: “Rather than being a disruptive force, digital technology will create enormous opportunities for out of home media.

“What is clear is that rather than just replacing static sites, digital posters will enable out of home media to offer advertisers both reach and more direct engagement. The potential to fuse digital posters with mobile interaction also has great potential. It’s up to our industry to grasp these challenges and opportunities.”

Kinetic consulted 20 media and advertising specialists alongside industry data and consumer research over a six month period.

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