TV Screens Not Just for In-Home Advertising: Out-of-Home Video Screen Ads on the the Rise

Getting used to seeing TV or video screens in places other than your own living room? In most major cities, it is very common to drive down the highway and see digital billboards. In fact, the FBI has started using digital billboards to post its “Most Wanted.”

If you haven’t already seen video screens in your local mall or supermarket, expect that soon as well. Probably the most famous out-of-home advertising right now is the digital screens that cover the building in New York City’s Times Square. The idea of out-of-home digital advertising is catching on. Even the single mall in College Station, TX boasts numerous LCD screens used by advertisers to reach mall shoppers. Video screens are beginning to pop up at supermarkets, in taxi cabs, near gas stations, and at bus stops all over the country.

Next week, NBC will hold the industry’s first digital up-front auction in attempts to convince advertisers and media-buyers to use NBC media outlets for out-of-home advertising. Out-of-home digital ad sales have increase 25% to $1.3 billion in the past year and show no sign of slowing down.

The goal behind out-of-home digital advertisers is to reach consumers when they are closer to the point of purchase. For example, video screens in the produce department at a supermarket would allow companies such as Dole or Chiquita to advertise their produce products to consumers when the shoppers are ready to purchase and have the money to do so.

Though out-of-home video advertising is increasing in popularity, it isn’t always the best route to take with your own products and services. As with any advertising media outlet, it is a good idea to research before you spend money to advertise. As always, The Marion Group would be happy to assist you in any of your media-buying efforts!