Creative Agencies
The digital place-based video advertising market is expected to enjoy one of the fastest growth rates in the industry over the next few years.
- The Outdoor Advertising Association of America forecasts that up to 25% of all billboards will be digital in five years.
- Out-of-home digital media is forecasted to grow at a rate of over 20% a year, according to a 2006 Veronis, Suhler, and Stevenson Communications Industry report.
- Digital out-of-home networks are growing at a rate of about 10 new networks per month, according to a report from Profitable Channels. The report which estimates that about 700 digital out-of-home networks have been launched since 2002, says that the industry segment accounted for $1.2 billion in national ad spending in out-of-home digital media in 2006.
Advertisers are shifting some of their media budgets to digital place-based video advertising to target demographics that traditional media increasingly finds harder to reach - men and women 18 to 34 years in age or a busy executive or a college student. As the digital place-based video market accelerates, many advertising agencies will need to partner with specialist creative agencies, especially those agencies that have expertise in interactive media.
Interactive media skills will be hot for this segment of the market because digital place-based video market sits at the convergence of traditional place-based advertising and interactive media. For example, in many cases, the slight animation in the banner ads make them suitable as a starting point for ads for large digital video sign boards. Similarly, the next generation of digital place-based ads appearing on LCD screens at gas station pumps, in elevators or at retail stores have interactive capabilities designed to engage consumers in ways not done before. As a result, ad agencies will be very interested in partnering with those creative agencies that have deep expertise in interactive media.
Please contact us if you would like to join our ecosystem to take advantage of this dramatic shift in advertising that SeeSaw Networks is enabling.
