Record OOH Revenue For The UK Reports @OutdoorMC
The Outdoor Media Centre this week announced the UK’s biggest quarter ever with OOH revenue close to GBP 300 million for the first time.
The sector grew by 6.1% in Q4 2014 and reached an annual revenue figure in excess of GBP billion. The annual revenue represents a record for the industry which confirms the continuing growth and increasing confidence in the medium. The overall annual YOY growth for the medium reached 3% for 2014.
Nielsen reports that top spending product categories in Q4 were the banking and the technology sector, with retail also demonstrating significant growth. Google was among the advertisers that heavily invested in outdoor in both late Q3 and Q4 2014 across their portfolio with Google Outside, YouTube and Android campaigns that ran from September until the end of the year.
Mark Craze, recently appointed as the Chairman of the OMC said ‘These are great results for the sector. The market is benefiting from the investment in digital, but also the rampant inflation levels in TV. The growth in retail is clearly a result of press advertising losing share which is moving onto digital screens”.
The top 10 outdoor advertisers in Q4 2014 were (in alphabetical order); Asda Stores, British Sky Broadcasting, Kentucky Fried Chicken, O2 UK, Sony Mobile, TalkTalk, TSB Bank, Twentieth Century Fox Film Company, Vodafone and Warner Bros.
The growing representation of digital inventory in media owners’ portfolios looks like it is continuing to pay dividends as digital out-of-home now accounts for more than 28% of the total revenue within the medium.
February 26th, 2015 at 10:57 @498
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