NEW YORK — USA Today featured a special pull-out section in its March 20, 2009, edition focused specifically on the digital signage and digital out-of-home (DOOH) industry. Published by Media Planet, the 16-page supplement was distributed in the New York, San Francisco, Atlanta, Chicago and Los Angeles markets. Readership of two million is expected based on distribution of 750,000 copies with an estimated four readers per supplement copy.
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"Savvy advertisers now see digital signage and digital out of- home advertising as part of their marketing mix," writes David Drain, executive director of the Digital Signage Association, in the supplement's introduction. "With an 11.2 percent growth in 2008, making it a $2.43 billion industry in the U.S., according to PQ Media, digital out-of-home is forecasted to have a 12.9 percent compound annual growth rate through 2012 – making this hot trend very attractive to investors."
The supplement includes commentary from digital signage, DOOH and retail associations, ad agencies and industry analysts reflecting on the high value, applicability and growth of the medium.
The supplement was edited by Lyle Bunn, a digital signage industry consultant and commentator.
"Consumers are telling marketers that place-based digital advertising is the number one way to grab their attention," Bunn writes. "Digital and video out of home networks are a perfect storm of advanced technology platforms, presented in front of predictable & measurable consumer behaviors that offer marketing accountability."
