News

Media Week

Using Outdoor Advertising Association figures and Posterscope's own research, the Aegis-owned specialist agency estimates the total revenues from digital out-of-home advertising will be £92.5m in 2009.

Posterscope said the total revenue from digital out-of-home in 2008 was £72m, 7.9% of the total outdoor spend and a 96% increase year on year.

James Davies, board director at Posterscope's innovation division Hyperspace, said the massive investment by media owners in inventory has made a huge difference in terms of the appeal of the digital out-of-home sector.

Davies said Posterscope has made "significant leaps" that further the understanding of when and how digital out-of-home should be used. He said Posterscope's extensive research provides it with "hundreds of insights" to support its recommendations to advertisers.

The revenue totals and forecasts are calculated using the actual spend by Posterscope, which has a 43% share of the UK market, and estimates from campaigns bought through other outdoor agencies. Posterscope handles a mixture of planning and buying outdoor media for 130 agencies including Carat, ZenithOptimedia, OMD, MGOMD and PHD.