ATLANTA — digital signage Expo has announced that the results of its first Quarterly Business Barometer Survey reveal very positive indicators for the DOOH industry.
Ninety-seven percent of all survey participants in North America remain positive about the future of the digital out-of-home industry (63 percent very positive; 34 percent somewhat positive). Those who were most positive about the DOOH industry included End Users/OOH Network Operators (70 percent), Advertising/Marketing (64 percent) and Technology/Content Providers (63 percent).
DOOH business is picking up
Technology Provider participants reported that DOOH business is picking up as fully half of respondents were very bullish about business and projected a dollar sales volume rise for DOOH networks in Q2 of 2009, with 30 percent reporting higher dollar sales volumes in Q1 over Q4 2008.
End-user dollars are committed to DOOH
68 percent of respondents indicated a commitment to replace or upgrade current DS systems and another 11 percent confirmed plans to install for the first time.
Hottest growth categories
Technology Provider respondents predicted that the hottest growth categories for DOOH in the next twelve months would include Retail (47 percent), Healthcare & Education (34 percent), Transportation (30 percent) and Restaurant (27 percent).
Buyers recommending DOOH
Two-thirds of survey participants said they planned to recommend or purchase DOOH advertising during Q2 2009 largely in Retail, Restaurant, Hotel and Transportation venues.