Out of home advertising revenue rose 1.5 percent in the second quarter of 2017 compared to the previous year, accounting for UAD 2.38 billion, based on figures released by the Outdoor Advertising Association of America (OAAA).
Year-to-date 2017 the OOH industry is up 1.0 percent, and outperformed all traditional local media, which was down the first half of 2017, according to an OAAA analysis of Kantar Media data.
OAAA President & CEO Nancy Fletcher told us “OOH continues to gain in media spend because of its contextual relevance, creative impact and integration with digital media,” said “These attributes have powered OOH’s position as the only traditional medium showing consistent growth over the past seven years.”
Among the top 10 revenue categories, those outperforming GDP in the second quarter were Miscellaneous Local Services and Amusements; Public Transportation, Hotels and Resorts; Government, Politics and Organizations; Financial; and Insurance and Real Estate.
Ranked in order of OOH spending, the top 10 advertisers in the second quarter were McDonalds, Apple, American Express, Coca-Cola, Geico, HBO, Warner Bros Pictures, Google, 20th Century Fox Pictures and Verizon.
Twenty-two of the top 100 OOH advertisers more than doubled OOH spend from Q2 2016, with a third from the technology sector, including (in order of growth): Barclays, STX Entertainment Pictures, Charter Communications, Firehouse Subs, YouTube, Odwalla, Salesforce, Nestle, American Express, Google, Miller, Alkermes, Nissan, Meijer, TNT, Samsung, Shell, Alaska Airlines, General Motors, Netflix, Hulu and NBC.
Stephen Freitas, OAAA chief marketing officer said “Digital continues to lead OOH growth across all categories and the transit and street furniture categories are showing strong growth. These formats have a particularly high propensity for driving consumer engagement on mobile devices, and that’s part of the reason for significant OOH investment by some of the world’s most innovative technology companies”.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and printed billboards, street furniture, transit, alternative, and cinema advertising.
For more information about specific category spend, please contact Steve Nicklin at snicklin@oaaa.org or (202) 833-5566.
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.6 billion annually in ad revenues and donates more than $500 million in space each year.
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