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Research raises doubts over effectiveness of drug ads
New research published this week in the British Medical Journal casts doubt on the value of using pharmacy screens to advertise prescription drugs.
Researchers from the universities of Harvard and Alberta set out to assess the efficacy of direct-to-consumer (DTC) pharmaceutical advertising by comparing the drug purchases of English- and French-speaking Canadians.
Their reasoning was that although DTC ads are prohibited in Canada – as they are in 
Digital signage drives growth of Russian OOH market
Outdoor-advertising revenues in Russia soared by around 13 percent in the first half of this year, mainly on the back of a surge in the use of digital signage, according to the Association of Communication Agencies in Russia (AKAR).
The country’s advertising market as a whole grew by 20.4 percent in the first half of 2008, compared to the same period last year.
But it’s not all caviar
Special report: goodbye ABC1, hello behavioural analysis
Many digital-signage networks are described by their operators as reaching “ABC1 consumers”, or perhaps “18-to-30-year-old males”. But are such broad-brush definitions really much use when it comes to deciding which types of advertising and content are appropriate for the network – and, equally importantly, are they precise enough to convince an advertising agency’s media planners that these are the screens they ought to employ?
After all, taking the UK
Russia, India, Mexico are fastest-growing ad markets
Advertising expenditure will continue to surge in the emerging economies through 2009 despite some slowing in China, according to the latest predictions from media-planning and market-research group Aegis.
For 2008, the fastest-growing markets will be Russia (pictured) at 22.8 percent, India at 21 percent and Mexico at 20 percent, Aegis says. In 2009, central and eastern Europe (15.2 percent) and Latin America as a whole (14.1 percent) will lead
Avanti joins the Neo family
Switzerland's fast-growing Neo Advertising has in the last week effectively taken control of Britain's Avanti Screenmedia by buying about 30 percent of the company.
Added to the Avanti convertible loan which Neo subscribed for in July, this could lead to Neo gaining an outright majority stake in the British firm.
The latest deal will provide publicly-traded Avanti with £240,000 ($442,000) after expenses for use as working capital.
Broadcasters could alter images of arena billboards
Firms that sell advertising inventory or promotional opportunities at major sporting events could find their business models undercut by new technology which allows TV broadcasters to digitally replace arena advertisements with their own.
Finnish firm Supponor’s DBRLive system calculates the position of the billboards and digital panels at sports venues in real time, and masks them in the broadcast picture with digital alternatives.
“There are already several players
Research: expect more activity from Europe’s laggards
The digital-signage market in western Europe will quadruple in size over the next four years, according to new research from Screen Digest and Goldmedia, with the medium increasingly gaining traction in territories where its progress has until now been slow.
Digital out-of-home net advertising revenue, which was worth €158m ($231m) in the region last year, will be worth €626m ($916m) by 2012, they predict – equivalent to a compound
Focus says Chinese advertisers waiting for Games to end
China's Focus Media Holding is bullish on post-Olympics advertising prospects, saying that many brands which are not sponsoring events at the Games are holding off on campaigns until the Beijing event is over.
“Our outlook for the remainder of 2008 and 2009 is getting stronger,” said CEO Tan Zhi, discussing another strong set of quarterly financials for Focus. “Non-Olympic-sponsor advertisers are increasing their advertising spending in the later half
