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Kinetic predict increased market share in outdoor advertising in next ten years

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By The Drum Team | Editorial

July 7, 2011 | 2 min read

A report by Kinetic Worldwide has predicted that out of home media will increase its market share due to digital technology over the next ten years, and the structure of outside advertising will change too.

The research, entitled On the Threshold of Change, predicted a growth to £1.15billion spend on out of home media by 2020, with 23% of this coming from digital revenues.

It is expected that there will be 110,000 digital screens in use across 30 cities in the UK. There will be two main types of advertising: broadcast and targeted. Broadcast will consist of large numbers of static and digital sites, while targeted will be made up of networks of digital sites capable of time-flexible distribution and real-time reactive campaigns.

James Copley, COO UK at Kinetic Worldwide said: “Rather than being a disruptive force, digital technology will create enormous opportunities for Out of Home media. Our analysis, consultations and research suggest the poster industry is entering a transformative period; one in which it will gain market share by integrating technology and delivering a wider range of effective and engaging propositions.

“What is clear is that rather than just replacing static sites, digital posters will enable Out of Home media to offer advertisers both reach and more direct engagement. The potential to fuse digital posters with mobile interaction also has great potential. It’s up to our industry to grasp these challenges and opportunities.”

Consumers are becoming more aware of advertisements and half think that there will be more interaction with the adverts in the coming years, with 20% expecting to be recognised by posters in the future.

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