It seems like everything you read says that the ad industry is underperforming.  Advertisements in newspapers, on the Internet and on television just aren’t driving ROI like they used to and more importantly they are not driving sales.  Even USA Today’s ad revenue is expected to fall 14% in 2010.  But don’t be fooled!  There is a bright spot in the advertising world–  digital out of home (DOOH) is creating ROI, experiencing remarkable growth and helping drive sales.

Digital Signage Today recently posted an article that accurately demonstrates how DOOH is going against the industry-wide trend of declining ad ROI.  According to Bill Yackey, the Wall Street Journal DOOH Network just released a case study about its 2008 DOOH/place-based media campaign with Blackberry.  The campaign resulted in a 16 percent sales lift from those who engaged in the program.

Sixteen percent? In this economy?  That’s pretty fantastic!  The Blackberry promotion only occurred in offices and lobbies.  Just imagine what a larger exhibit reaching far more consumers could do for your sales (think big like the AmericanAirlines Arena display.)  The lesson for marketers is despite what you hear in the media there are still advertising mediums driving momentum— and lots of it.