Don't wait for the "Bounce-Back"

Microsoft's chief executive Steve Ballmer recently made some interesting assessments about the global advertising industry. "I don't think we are in a recession, I think we have reset," he said. "A recession implies recovery [to pre-recession levels] and for planning purposes I don't think we will."

Ballmer argued that traditional media companies need to expect a smaller share of the advertising market, as dollars continue to shift toward digital mediums. "All content consumed will be digital, we can [only] debate if that may be in one, two, five or 10 years," said Ballmer.

Digital outdoor advertising is positioned to be one of the key beneficiaries in this shift, projecting year-over-year growth in the double digits through at least 2011. Unlike internet ads, digital billboards don't have to compete with content for the viewer's attention. They create timely opportunities for advertisers to reach a captive consumer audience.

Is your business waiting for the economy to "bounce back" or are you formulating a strategy for adapting to the new "reset" media landscape?