The Outdoor Media Market

The landscape of media and advertising has changed as much if not more than the skylines of the Cities where it is being consumed.

We live in the age of devices, distraction and low attention spans, so it in this almost ironic that in this personal screen-obsessed culture it is outdoor media – vs television, radio or online – that is increasing in breakthrough advertising value and relative price.

While the effectiveness of ‘traditional’ mediums and targeted banner advertising are being challenged by technology, format shifts and savvy audiences, DOOH and its ability to ‘breakthrough’ to consumers represents an unignorable format that is increasingly becoming a part of the digital aesthetic in almost every City of the world. As a result, not only is the channel growing in size, but also in media cost, as one of the only advertising channel’s where CPM’s (Cost per Thousand Impressions) is increasing.

For Property Owners this means that the sites that they own or manage – despite being ‘under-construction’ and often underutilized or untenanted – hold unique intrinsic value to advertisers that DTCM has created a new category of outdoor media to uniquely capitalize on.