Posted by: Richard Williams | Posted on: | 0 Comments
Some really interesting news has been emerging from the UK over the last month or so. As with most things, the Brits seems to be a step or two behind the USA when it comes to outdoor advertising and digital signage but the future looks fairly promising for the industry in Britain.
Following last months report by the Outdoor Advertising Association which stated a significant increase in year-on-year revenues for outdoor advertising with digital signage making up 12 percent of the total market share, the OAA have released some more interesting research.
The research conducted by Mindshare for the OAA, studied a database of more than 300 brands across 20 categories since 2005, and identified that brands which spend money on outdoor media develop consumer familiarity with the brand, with offline campaigns on outdoor screens, converting well to online search volumes. These research findings also suggest that to build brands, the ideal share of outdoor advertising is 11% or more.
Olympics – first truly digital games.
Many of us in the digital signage industry in the UK are eagerly awaiting the 2012 Olympic Games which have been dubbed the ‘first truly digital games.’ ()
Mike Baker the CEO of the Outdoor Advertising Association expects outdoor advertising sector to gain at least 1% market share because of advertising surrounding the London Olympics.
He says: “Visitors to the UK won’t be watching TV, reading UK newspapers or listening to radio but outdoor will be visible throughout the Games and in the run up.”
Outdoor digital signage will highly visible in London’s transport network and around the games’ sites and will provide not just advertising for some of the key Olympic sponsors but digital signage will be a key part of providing information to visitors to the games and city.