A Kinetic study places Spain as the seventh country in DOOH revenue

Kinetic has published the manual Global Digital Out-of-Home Handbook, covering the global context of digital signage technology, including market sizes, growth rates, media owners, the formats, the environments, research and creative innovation. The document highlights that DOOH currently represents a 7% of the total investments of the advertising industry and that China and the US. They are the main markets worldwide, with Spain occupying seventh position.

The outdoor advertising company Kinetic Worldwide has announced the launch of a new edition of its Global Digital Out-of-Home Handbook, a manual on the digital signage sector supported by The Screen, a UK based digital signage industry forum engaging in information sharing for the global creative community.

DOOH media (Digital Out-of-Home) have experienced strong growth in the last decade, with global revenues expected to 2014 that would surpass the mark of the 10.000 million dollars. This rapid growth represents a new challenge for the industry in offering opportunities and creating a critical stage for investment., flexibility and integration with other media and technologies.

The Kinetic manual covers the entire global context of Digital Out-of-Home, including market sizes, growth rates, media owners, the formats, the environments, research and creative innovation. Each regional environment is accompanied by Kinetic's point of view on its development.

The document quantifies that Digital Out-of-Home currently represents a 7% of all OOH investments globally and that China and the US. are the main markets, with some income, respectively, of 2.730 and more than 1.100 million dollars, followed by the United Kingdom (157 million), Germany (51 million), Thailand (24,3 million), France (around 20 million - a much lower figure appears in the report by mistake -) and Spain (16,8 million dollars).

*In the table the figures relating to China appear erroneously reflected as 2,73 million dollars, when they really are 2.730 million

Besides, The report highlights that China, where Digital Out-of-Home currently represents almost the 36% of media OOH investments, has grown in a 90% in 2011. In this section, regarding the percentage of Digital Out-of-Home billing within the total billing in outdoor advertising, Kinetic data shows that in Spain DOOH only represents the 3% of total billing, placing our country in twelfth place worldwide.

The Kinetic manual also shows examples of creative uses and different formats, demonstrating that the global market has embraced interactive entertainment experiences, developed in a creative way and with relevance to the advertiser and the environment that can increase the impact of a brand and create a positive association with it.

Technological innovation is available in many more markets than initially anticipated, as well as campaign innovation that uses the potential of each market. It is hoped that the manual will enable media planners to have a clearer understanding of the industry and realize its potential..

Dennis Kuperus, director digital de Kinetic, has commented that “Digital Out-of-Home is at a different stage in each of the markets in which we operate.”. That's why we're working hard to perfect our digital OOH strategy., so we can develop and progress the concept in all regions. “We are committed to ensuring that digital applications become one of the most rapidly developing and exciting media.”.

Expanding market
another study, prepared by ABI Research, estimates that the global digital signage market will go from generating close to 1.300 millions of dollars in 2010 a 4.500 millions in 2016. In the report, titled Digital Signage Market and Business Case Analysis, Profits arising from the demand for screens have also been included, media players and software, as well as the installation and maintenance costs of this type of facilities.

As explained by ABI Research researchers, The digital signage market is accelerating in terms of both the number of units installed, as in the total revenue generated, while installation costs are increasingly lower. Precisely, It is this last factor that has helped more companies become interested in implementing systems of this type to interact with their customers..

Ver manual Global Digital Out-of-Home Handbook 2011