Digital signage screens secure bigger foothold

The UK's MediaWeek has some very bullish things to say about digital signage:

"The OAA is predicting a 'conservative' increase of 44% to £28.2m in 2005 and so far has recorded revenue of £5.4m for the first three months of this year, a 35% increase year on year.

"The news came as ScreenFX signed a major deal with shopping centre giant Westfield to install and manage touch-point information kiosks and plasma screens showing news, sport and advertising in seven malls.

"Meanwhile, research from in-store TV company Avanti Screenmedia suggests planners likely to buy screen advertising than they were three years ago.
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"The OAA figures show that advertising revenue from digital screens – which include everything from Maiden Outdoor's Transvision screens in mainline railway stations to JCDecaux's Tesco TV – grew from £10.8m in 2003, to £19.6mlast year."

Key findings from the Avanti Screenmedia research

● 77% of the planners and buyers surveyed expected to purchase airtime on screen media in future, rising to 85% for those targeting 18 to 34-year-olds.

● 59% of respondents expect to purchase airtime on bar screens, rising to 72% for respondents targeting 18 to 34-year-olds.

● Gyms look set to be the fastest growing sector with 15% of respondents having previously purchased airtime, compared with 46% expecting to purchase.

● 60% of advertising decision-makers agree that screens should be considered as part of the marketing mix.

Read the whole article here.