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Digital Out-Of-Home Display Ads To Grow Strongly Despite Sluggish Market

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One of the few silver linings in what could become an increasingly depressed advertising market – those animated digital displays you see on the Underground. Screen Digest reckons their share of out-of-home advertising expenditure could grow from the current 3.1 percent to 10 percent in 2012 in western Europe – that’s from £158 million to £626 million. It’s not hard to see why advertisers like the displays – nevermind targetability and behavioural tracking – digital displays make for animated billboards. “This growth will happen despite the sluggish advertising market in traditional media, including TV and the press,” researchers said. It’s a market driven by plummeting costs of flat-panel displays, something the industry says makes for more return on investment – those on Underground escalators run by CBS (NYSE: CBS) Outdoor can make three to 10 times more revenue than static ads. Still, the UK leads the way, with 34 percent of digital out-of-home ad sales.