Gail Chiasson, North American Editor
Out-of-Home advertising revenue rose 4.2% in 2013 compared to the previous year, accounting for $6.9 billion, based on figures released by the Outdoor Advertising Association of America.
OOH revenue figures were up 3.5% in Q4, compared to 2012. The revenue increase marks the industry’s 15th consecutive quarter of growth.
According to OAAA’s analysis of MAGNA GLOBAL and Kantar data, OOH is the fastest growing local ad medium.
“Because of its unique ability to connect, engage, and inspire consumers in an increasingly mobile and interactive marketplace, OOH remains on a steady growth trajectory,” says Nancy Fletcher, OAAA president and CEO.
Among the top 10 revenue categories, those with the greatest growth increase included: Restaurants +11%; Insurance & Real Estate +9%t; Schools, Camps, and Seminars +8%; Miscellaneous Services and Amusements +6%; and Retail +5%.
Ranked in order of OOH spending, the top 10 advertisers in 2013 were: McDonald’s Restaurant, Apple, Verizon, AT&T, Warner Bros Pictures, Chase, Samsung, MetroPCS, Microsoft, and Citi.
The industry saw new and veteran OOH advertisers increase spend in 2013 compared to 2012. Ranked in order of increased OOH spend, 10 of the top advertisers to up OOH in their media plans were: Aio Wireless, Netflix, Ford, 7 Eleven, H&R Block, Discover, Mazda, California State Lottery, MillerCoors, and Ford Dealer Association.
“The continuous expansion of digital platforms across OOH formats further enhances the ways in which OOH efficiently delivers the advertisers’ message to the consumer in today’s increasingly fragmented media environment,” says Stephen Freitas, OAAA chief marketing officer.
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 static billboard, street furniture, transit, alternative, and cinema advertising.
The OAAA doesn’t yet break down the percentage of OOH that is digital OOH.
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