Report: Digital Out-of-Home Ad Revenues to Hit $3.7B in 2013

Authored by Mark Hefflinger on November 4, 2009 - 11:37am.

Chantilly, Va. - Revenues from digital out-of-home advertising -- including digital billboards and the displays located in grocery stores, malls and elsewhere -- are expected to grow from $2.2 billion this year to $3.7 billion in 2013, according to a report from BIA/Kelsey.

During the same period, traditional out-of-home ad revenues are expected to grow from $4.4 billion to reach $4.6 billion by 2013.

The report notes that just three firms earn 85% of traditional billboard revenues, and that billboards account for 66% of all out-of-home ad revenues.

"Out-of-home is relatively easy to plan and buy since it is so concentrated," said Rick Ducey, chief strategy officer at BIA/Kelsey.

"Digital out-of-home must get easier to plan, buy and measure in order to reach scale. With consolidation, partnerships and interoperable platforms, we see the buying process becoming more integrated, which will spur growth."

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