Today, as the industry reaches a critical stage in investment, flexibility and integration with other media and technology, Kinetic Worldwide, the world’s largest planner and buyer of OOH, releases the Global Digital Out ofHome Handbook. The launch is supported by The Screen, who will use their contacts to engage the global creative community.
The Handbook covers the full global context of digital OOH including market sizes, growth rates, media owners, formats, environments, research and creative innovation.
Each regional environment is accompanied by a Kinetic view on developments. The document quantifies that digital OOH is currently worth 7% of all Out of Home expenditure globally, that the US is the leading market, worth $1.1bn, and that China, where digital OOH represents 36% of OOH, has grown by 90% in 2011.
Examples of creative uses and different formats are given. It shows that the global market has embraced entertaining interactive experiences, executed creatively and with relevance to the advertiser and environment, that can enhance memory of a brand and create a positive association with it.
Read the book here