The apparently unstoppable rise and rise of digital out-of-home advertising in Britain continues with the news that about 15 percent of all outdoor revenue is now digital. It’s less than two years ago that that figure was ten percent, and I’ll be surprised if it doesn’t hit 20 before 2012 is out.
But it’s not just advertising which is driving DOOH in Britain, as we report this week. There’s also increasing interest from the public sector, once a tough (or at least bureaucratically ponderous) nut to crack but now apparently turning to digital signage as a way to meet communications commitments on tight budgets.
Across the Atlantic, meanwhile, we look at the latest curious twists in the Great Digital Billboard Battle: proposed legislation in both Utah and South Dakota that won’t ban billboards but, instead, ban billboard bans.
That they affect the homes of Yesco and Daktronics, two of the biggest billboard makers, may or may not be coincidental. What is certain is that this saga is no closer to a conclusion than the British DOOH revolution.
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