Alternative Out-Of-Home Media Spending Expanding Rapidly, Study Finds

MediaPost Publications, May 1, 2007 — LIFESTYLE TRENDS THAT HAMPER THE growth of traditional media are playing right into the hands of alternative out-of-home media, a new study shows, to create what is being dubbed "a perfect storm" for brand marketers who are looking for ways to engage consumers as they rush about in their daily lives. Alternative OOH media includes video advertising networks and screens; digital billboards and displays, and ambient or place-based advertising such as floor pads. It seeks to connect with more elusive consumers in captive environments such as retail, transit, cinema and office locations.