UK Outdoor Revenues Up, Digital Accounts For 26%
The Outdoor Media Centre (OMC), the UK trade body for outdoor media owners this week announced total revenues for April to June 2014.
For the quarter, the headline total reported across all outdoor is GBP 258.8m, which represents an increase of 6.4% year on year, and is the fourth biggest quarter ever recorded for outdoor.
Digital revenues amounted to GBO 68.3m, up 30% year on year, the biggest quarterly digital revenue ever recorded for outdoor. Digital accounted for 26% of the total.
Mike Baker, CEO of the Outdoor Media Centre said “It’s been a good quarter, with transport and digital driving growth”.
He continued “We have now seen growth in nine of the last eleven quarters. Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant. And advertisers are increasingly viewing the active space of outdoor as an indispensable part of their marketing mix. Outdoor brings them the three virtues of a large quality audience, powerful visual branding, and a choice of relevant contexts. Retail growth has been particularly strong, with two supermarkets in the top ten spenders for the first time. ”
John Davidson, chief commercial officer at outdoor specialist Kinetic, said “We have experienced a welcome uptick in Q2 with a notable variety and volume of advertiser briefs. There has been a definite sense of buoyancy on the back of increasingly positive economic data. It is important that we build on this momentum through client recognition of the value and unique potency that Outdoor offers.”
According to Nielsen, categories which spent significantly more in the quarter on outdoor than last year include Media, Government, Property, Retail, and Travel and Transport.
The top 10 advertisers in the quarter were (in alphabetical order); Asda, British Sky Broadcasting, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.
Follow DailyDOOH