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Ellen Hammett 

Digital OOH media exposure up 75%

Digital OOH media exposure up 75%

Digital out-of-home media exposure surged 75% between 2007 and 2013, second only to mobile, according to new research from PQ Media.

As the global media economy nears a digital tipping point, PQ Media's latest 'Consumer Exposure to DOOH' global report suggests that DOOH media may be on the verge of an industry breakout, with the average global consumer exposed to various DOOH media for 14 minutes per week in 2013 compared with eight minutes in 2007.

According to PQ Media, growth has been driven by consumers spending a record amount of time with media outside their homes, increased engagement during the day with corresponding content on DOOH screens that are linked to wireless devices, longer work commutes and consistent growth in leisure travel and shopping hours.

The data also indicates that improved designs, content, interactivity and 'mobile couponing' are extending dwell time with screens.

By 2017, PQ Media expects DOOH exposure to increase at a compound annual growth rate (CAGR) of 8.6% to 20 minutes on average per week, while traditional OOH revenues are expected to rise at a 4.1% CAGR as static billboards decline at a -1.6% CAGR to 44 minutes weekly.

"DOOH exposure and revenues continue to grow at a time when ad media are increasingly challenged by cross-currents taxing their ability to engage target consumers," said Patrick Quinn, CEO of PQ Media.

"Projected higher gains in DOOH revenue compared with lower growth of consumer exposure in the 2013-17 period, a trend that often indicates longer-term success for emerging media."

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