Digital boosts poster forecasts for 2007

Outdoor advertising is set to receive a significant boost in 2007 from the rapid growth of digital screen revenue.

According to figures from the Outdoor Advertising Association, digital revenues will grow by 84.4 per cent to £53.1 million. The OAA said that digital screen revenue grew by 12.4 per cent in 2006 to £28.8 million.

By 2010, the OAA is predicting digital revenues will be close to £100 million, and that they will reach £183.1 million by 2016, accounting for 12 per cent of predicted total outdoor revenue.

The increases in digital outdoor revenues will be driven by CBS Outdoor's expanded digital offerings across the London Underground and bus networks, JCDecaux's plans for Terminal 5 at Heathrow, Clear Channel's roadside portfolio and Titan's Transvision product launching at more rail stations.

Alan James, the chief executive of the OAA, said: "Outdoor is about to move up a gear, and advertisers are being offered a new range of exciting formats with which to engage consumers. We believe that over the next five years digital screen revenue is set to increase nearly four-fold."

David McEvoy, the sales director at JCDecaux, added: "This year will be a watershed for digital outdoor, expanding the medium from bars and malls into mainstream out-of-home environments."


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