Digital Signage in 2010

 

We’ve heard lots of positive response lately to new digital billboards and other digital out-of-home advertising, and apparently advertisers love DOOH too. According to industry expert Keith Kelsen in Media Buyer Planner, the digital signage industry grew 25% in 2009 – when almost all other other media saw declines.

Kelsen says content will continue to be the number one digital signage trend in 2010. He says “content for DOOH will increasingly stand alone during its creative production, but will have more continuity with the other four screens (cinema, TV, PC and mobile) to echo its message across the digital landscape.” This makes sense, as the creative capabilities of digital signage are so close to the other consumer ‘screens’ – like TV and mobile.

Also expect the engagement factor to continue to be a major trend this year. The biggest change in 2009 was the growth of DOOH interactions with mobile and User Generated Content. Some local TV stations and newspapers stream headlines or weather updates to digital billboards. Some businesses route select Tweets from their Twitterfeed to the new boards.

Kelsen has more industry trends predicted for 2010, read them all here.