The Outdoor Advertising Association of America (OAAA) says Out Of Home ad revenue was up 3.8 percent in the second quarter of 2015 compared to the previous year, accounting for $2.25 billion.
Overall ad spend was down nearly 7 percent for the quarter, based on what Kantar Media reports, with OOH and local radio the only traditional media to see significant growth, notes the OAAA.
“All major OOH categories continue to grow, and nine of the top 10 product categories are showing increases for the year,” says OAAA President & CEO Nancy Fletcher in a news release.“This is particularly significant given the comparison to other traditional media and second quarter GDP growth of 2.3 percent.”
The nine revenue growth categories:
- Miscellaneous Services and Amusements;
- Media & Advertising;
- Public Transportation;
- Insurance & Real Estate;
- Government, Politics & Organizations;
- and Automotive Dealers and Services.
Who has the bucks? The top 10 advertisers in the second quarter were
- Metro PCS,
- Warner Bros Pictures,
- and 20th Century Fox Pictures.
Among the top 50 OOH advertisers, those with increases greater than the OOH quarterly growth of 3.8 percent included (in order of growth):
- Universal Pictures,
- Coca Cola,
- Walt Disney Pictures,
- Warner Bros. Pictures,
- New York State Lottery,
- and Kroger.
“The most significant trend in advertising today is the shift to digital,” says Stephen Freitas, OAAA chief marketing officer. “However, this hasn’t impacted OOH the way it has other traditional media, because OOH complements, amplifies, and reinforces digital marketing, especially mobile, which is the fastest growing of all digital platforms.”
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.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.