Boidman on Out of Home Strengths and Risks

May 22, 2018 12:05 am

PJ Solomon investment banker Mark Boidman gave a fast-paced talk on the strengths and risks of out of home at the May 7-9 GO2018 conference. Here’s a summary.

Out of Home Strengths

The big audience. Out of home is the only form of media which can deliver an unsplintered audience. TV in particular has fragmented. A prime time show or TV event does not deliver the viewership it used to due to the proliferation of TV channels and cord cutting.

Projected growth. Out of Home is the only form of media which is expected to grow in the next four years because technology is a friend to out of home and an enemy to most other media. Digital billboards and smartscreens will drive revenue. Look at this slide. Out of home is projected to grow 4%/year over the next five years. Newspapers, TV, radio, magazines and directories are projected to decline.

Out of home overindexes with top brands. Google and Apple are spending 9% of their advertising budget on out of home while the average for all US companies closer to 3% on OOH.



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How Outdoor’s Digital Transformation is Winning Over Advertisers (in the UK)

The outdoor ad industry has invested huge amounts in a digital transformation that has helped reignite excitement among marketers by making the format more creative, interactive and targeted.


Print experienced a whopping 10% fall to £1.1bn in UK ad spend in 2016. Direct mail also struggled, with an even steeper 10.4% fall to £1.71bn. TV, meanwhile, saw flat 0.2% growth to £5.27bn, which is forecast to turn into a 0.5% decline by the end of 2017, according to the AA/Warc’s annual Expenditure Report. Compare this to the 13.4% rise in internet ad revenues (£10.3bn) and the 45.4% increase in mobile ad spend (£3.86bn) for 2016, and there’s clearly a stark difference.

However, it isn’t all doom and gloom for the so-called traditional advertising channels. Last year, out-of-home grew total ad revenues by 4.5% to £1.1bn. And although this is predicted to slow over the coming years (2017: 3.4%, 2018: 2.3%), outdoor is backed to remain in positive territory while other traditional channels are expected to fall into even deeper decline.

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Hospital Placed Media is a growing force in the Digital Out-of-Home industry:


Spending on health care reached $3.4 trillion in 2016 and is expected to rise, report says

Sabriya Rice, Business of Healthcare Reporter (2/16/2017)

Americans spent nearly $3.4 trillion on health care in 2016 and those costs are outpacing the averageimages1 projected increases in the gross domestic product, according to data published Wednesday.

Health spending grew 4.8 percent in 2016, slightly less than the year before when it rose 5.8 percent.
However, don’t expect the expenditures to stall for long, the report found. They could account for nearly 20 percent of U.S. spending by 2025.

The new data from the federal Centers for Medicare and Medicaid Services was published online in the policy journal Health Affairs.

According to the analysis, health care spending will grow at an annual average of 5.6 percent from 2016-2025, leaving the nation’s health care tab at $5.5 trillion in less than a decade. That would account for about one-fifth of the economy and dip into the budgets needed to fund other national priorities.

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Healthcare Job Growth Set Records in 2015

John Commins, January 12, 2016

Healthcare jobs accounted for 18% of the 2.6 million new jobs created in the United States in 2015. Coincidentally, healthcare spending represents nearly 18% of the nation’s gross domestic product.

Hospital job growth exploded in 2015, with 172,200 payroll additions reported, a 306% increase over the 42,400 jobs created in 2014, according to the Bureau of Labor Statistics.

Overall, the healthcare sector reported record job growth in 2015, with 474,700 jobs created, which represents a 53% increase over the 309,000 healthcare jobs created in 2014.

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Hospitals: Are you marketing to the right audience?

Written by Emily Rappleye | April 27, 2016 | Becker’s Hospital Review

Hospitals and health systems trying to capture a greater portion of their market should take a closer look at their marketing campaigns.

According to a report from Adweek, marketers may be missing an important segment of their audience. Here are three tips from the report on finding that audience and crafting the right message to reach it.

1. Women are the chief healthcare decision makers.
Women are the “chief medical officers” of their families, according to Adweek. It cites a 2015 study from healthcare communications company GreyHealth Group that found women make decisions for their families 94 percent of the time.

“Women lean into healthcare and are typically a more captive audience” than men, TBWAWorldHealth CEO Sharon Callahan said, according to Adweek. “Our goal should be to further fuel and meaningfully tap into this curiosity. Marketers need to respect their knowledge and not operate at the 101 level — but still keep it simple.”

2. Understand what women are looking for.

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Written by Emily Rappleye | September 11, 2015

Primary care physicians this year are experiencing bigger increases in total cash compensation than their specialist peers, according to the 2015 “Physician Compensation and Productivity Survey” from Minneapolis-based Sullivan, Cotter and Associates.

Combined with other findings in the survey, this may suggest the trend toward value-based, coordinated care — which puts primary care physicians in the driver’s seat — could be starting to take hold. According to SullivanCotter, Primary care physicians saw a 3.4 percent median increase in total cash compensation between 2011 and 2015, compared to medical and surgical specialists, who saw 2.5 percent and 2.3 percent increases, respectively.

The table below breaks down median total cash compensation in 2015 by physician specialty and is ranked in order of highest to lowest percent change over last year, as presented by SullivanCotter. The information is based on data from 560 organizations and nearly 115,000 physicians and advanced practice clinicians.



Baby boomers are often portrayed in the popular press as a monolithic group of individuals who behave in roughly the same ways and possess the same attitudes. But do these observations hold for all boomers? Or are they emblematic of just some?
Recent Gallup analysis of boomers’ personal spending patterns suggests that these patterns vary more than stereotypes suggest. These differences matter most to marketers who hope that boomers are finally re-opening their wallets after the global financial crisis and will spend some of their discretionary income with their companies.


The global financial crisis hit baby boomers particularly hard. According to Gallup Daily tracking research, self-reported daily spending among Americans aged 50 to 64 years old (roughly the ages of the baby boomer cohort) reached a low of $55 in March 2009. About one year earlier (February 2008), daily spending in this group had been at $114. By last December, this cohort’s daily spending had rebounded to a five-year high of $105 per day. Nonetheless, the trend suggests that the daily spending among boomers has been increasing since bottoming out in 2009. But exactly what are they spending more on?

Gallup research conducted last spring revealed that while 45% of U.S. consumers reported that they were spending more than a year ago, their increased spending was on household essentials, including groceries, gasoline, utilities and healthcare rather than on discretionary purchases such as travel, dining out, leisure activities, consumer electronics and clothing. About four in 10 baby boomers (44%) in that same study reported that they were spending more than a year ago, and their increased spending followed the same pattern — more on things they need, not on things they want.

According to demographers, there are really two different cohorts of baby boomers. “Leading-edge” boomers were born between 1946 and 1955 and came of age during the tumultuous Vietnam War and Civil Rights eras. “Trailing-edge” boomers were born between 1956 and 1964 and came of age after Vietnam and the Watergate scandal.

In general, a higher proportion of leading-edge baby boomers report that they are spending more today than a year ago compared with trailing-edge boomers. Net spending change — defined as the percentage of consumers indicating that they are spending more today than a year ago minus the percentage saying they are spending less — is positive for leading-edge boomers but negative for trailing-edge boomers. This 23-percentage-point gap between the cohorts means that more leading-edge (older) boomers are spending more overall and more trailing-edge (younger) boomers are spending less.


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