OAAA: Out Of Home Ad Spend Up 4.4% in Q3

November 29, 2012 by Dave Haynes

The Outdoor Advertising Association of America (OAAA) says advertising revenue was more than $1.5 billion in the US in Q3, up 4.4% from the same period last year.

McDonald’s is the big dog in OOH spending, followed by Verizon and Chase. The OAAA says FOX and NBC are also big spenders, and BBC America’s OOH budget grew by nearly 1,000% this year.

“OOH is a medium that other media use,” says OAAA Chief Marketing Officer Stephen Freitas. “Other media recognize the value OOH adds to a media plan, so it’s no surprise the Media and Advertising category is up nearly 6 percent in the third quarter compared to last year.”

There’s no breakout in the release about the percentage of that spend that’s digital, but we all know digital is growing rapidly as OOH faces transition from analog to LCD and LED.

The news release also says:

Misc. Services & Amusements recorded the highest revenue growth as the segment continues to lead OOH spending each quarter. Retail came in a close second in the months leading into back-to-school and early holiday shopping, up by more than 16 percent in Q3.

OOH ad revenue also grew in the Government, Politics & Organizations segment this year, up 14 percent in 2012 compared to the same time frame in 2011. 

Freitas added, “OOH saw an increase in political ad spending this election year. Political candidates and action groups put OOH’s innovation to use, embracing flexible digital networks and seizing a captive commuter audience.”

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 billboard, street furniture, transit, alternative, and cinema advertising, as well as digital platforms for advertising spending.