Kinetic, in partnership with Grand Visual, has released its second annual Digital Out of Home Handbook, the definitive guide to the growing digital OOH sector.
The guide enhances Kinetic’s position as the leading lifestyle and environments network as it gives a comprehensive understanding of how to communicate with people in environments where digital works best.
The 130-page guide, produced together with digital production company Grand Visual, is a reference point for all those involved in the planning, creation and execution of advertising across the industry’s complete spectrum of screens.
The handbook is released as the Outdoor Advertising Association (OAA) reports double digit growth for digital Out of Home revenues in the first quarter of 2010. According to the industry body’s figures, digital OOH revenues between January and March rose 11% year-on-year to £19.06m, up from £17.14m in the same quarter last year.
The figures illustrate the phenomenal success of digital OOH over the last few years. The revenue figures for Q1 2010 are just half a million shy of those earned in the whole of 2004 when the OAA reported that digital accounted for £19.59m.
Carolyn Nugent, Kinetic’s head of digital, UK, said: “The popularity of digital Out of Home continues to grow across a range of environments. We are seeing a particular increase in demand in the retail environment, from malls to convenience stores; a trend we expect to continue for the remainder of 2010.
“There is also a growing interest from clients in interactive technologies, which interrupt linear advertising and offer a unique one-to-one conversation, reaching people in a way no other medium can.”
This month’s figures reflect an ongoing success for digital, which bucked the advertising downturn in 2009 with revenues increasing by more than 10% and an increase in its share of OOH to 9.4%. Kinetic anticipates digital OOH revenues to grow to around £82m in 2010, an increase of 12% on 2009.
Neil Morris, founder and managing director of Grand Visual, said: “The growth of the medium is tremendously exciting but it can seem a daunting collection of varied technologies, displays and delivery specifications. The handbook is an invaluable guide for creatives and producers and should be instrumental in helping the industry deliver more effective, more ambitious, bespoke digital OOH work.”
Kinetic and Grand Visual are also announcing the unveiling of Accelerator, a dedicated online tool which manages the copy production process and distribution of digital Out of Home campaigns allowing for major time saving efficiencies.
The programme is designed to aid the entire campaign process, from campaign specification and copy validation through to final delivery. It will aim to simplify and streamline existing processes through centralisation.
