DOOH ad exposures are seeing marked growth, according to The Nielsen Company’s recent Fourth Screen Network Audience Report.

In the last quarter of 2010, the average minute audience for adults 18+ across 12 participating location-based networks was up nearly 250 percent, compared to the eight location-based networks measured during that same period one year ago. For Q4 2010, that translates into more than 500 million gross minute exposures per month. In the past year, Nielsen On Location has measured audience exposures for 20 location-based networks that target consumers while they’re on the go—and often at a point of purchase.

The report also reveals that on-location video networks reach a predominantly male audience (58 percent). In addition, 73 percent fall within the coveted 18-49 demographic.