Global digital-out-of-home (DOOH) advertising revenue, which climbed 16.3% from $5.56 billion in 2009 to $6.47 billion in 2010, is expected to climb another 16.9% to $7.56 billion in 2011, according to a new report from PQ Media. Data from the Global Digital Out-of-Home Media Forecast also indicates in the US (the largest global DOOH market), DOOH revenue grew 15.1% from $1.8 billion in 2009 to $2.07 billion in 2010 and will further increase 16.7% to $2.41 billion in 2011.
Global DPN Revenue Grows 14.5%
PQ Media defines the global DOOH sector through two major platform segments – digital place-based networks (DPN) and digital billboards & signage (DBB) – and six venue and location categories, including cinema, retail, office, entertainment, transit and roadside.
Global DPN revenue, the larger of the two categories, two platforms, grew 14.5% to $5.06 billion in 2010, driven by what PQ Media calls strong double-digit rebounds from the 2009 malaise in key leading markets in all four major regions – the Americas, Europe, Asia/Pacific, and Middle East & Africa.
The US, as well as the UK, Brazil, Russia, China and India (BRIC) each expanded at double-digit rates in 2010. These markets are expected to post similar growth again in 2011, when PQ Media projects global DPN revenue will increase 15.2% to $5.83 billion.
US DPN Revenue Gains 15%
US DPN revenue bounced back from a slight decline in 2009 to post a 15% gain to $1.54 billion in 2010. US growth is forecast to accelerate to 16% to $1.79 billion in 2011, driven by double-digit expansion in all five venue categories, including the largest, cinema, and the fastest-growing, office.
Global DBB Revenue Grows 23%
Global DBB revenue growth jumped 23.2% in 2010 to $1.41 billion, fueled by what PQ Media identifies as accelerated double-digit growth in all four regions. The US, UK and the emerging BRIC markets each produced faster double-digit growth in 2010 and are projected to generate similar increases in 2011, when PQ Media anticipates global DBB revenue will rise 23.1% to $1.73 billion.
US DBB Revenue Up 19%
US DBB revenue increased 15.4% to $532 million in 2010 and is expected grow at an accelerated 18.8% to $632 mlllion in 2011, fueled by gains in all four location categories, primarily roadside, the largest.
Adcentricity: US DOOH Spending to Rise 15% YOY in 2011
Final figures for 2010 are not complete, but US DOOH spending is predicted to reach $3.08 billion, an 18% year-over-year increase, according to recent estimates from Adcentricity. This is projected to be followed by $3.56 billion in 2011 (15.5% YOY), $4.05 billion in 2012 (13.8% YOY), and about a 12% YOY increase in 2013 ($4.52 billion).