OAAA Says OOH Ad Spend Up In Q2: Research

August 19, 2015 by Dave Haynes

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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:

Who has the bucks? The top 10 advertisers in the second quarter were

Among the top 50 OOH advertisers, those with increases greater than the OOH quarterly growth of 3.8 percent included (in order of growth):

“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.

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