allaboutoutdoor.com Bureau, New Delhi
Out of home advertising revenue rose 4.3% in the third quarter of 2015 compared to the previous year, accounting for $1.71 billion, based on figures released by the Outdoor Advertising Association of America, Washington, DC.
The revenue increase marks the industry’s 22nd consecutive quarter of growth, and continues to buck the trend of traditional media. According to Kantar Media, total ad spend in the US was down nearly 4% for the quarter.
“OOH continues to demonstrate strong growth with seven of the top 10 product categories posting increases through the first nine months of this year,” says Nancy Fletcher, OAAA president and CEO. “OOH’s third quarter growth almost tripled the GDP increase of 1.5%.”
The seven revenue growth categories included Miscellaneous Services and Amusements; Retail; Media and Advertising; Financial; Government, Politics and Organizations; Communications; and Automotive Dealers and Services.
Ranked in order of OOH spending, the top 10 advertisers in the third quarter were McDonalds, Apple, Verizon, Warner Bros Pictures, Metro PCS, Coca Cola, Geico, Universal Pictures, Chase, and Fox.
Among the top 25 OOH advertisers, those with increases greater than the OOH quarterly growth of 4.3% included: Apple, CBS, Coca Cola, Fox, HBO, Lyft, MillerCoors, Sony Pictures Warner Bros. Pictures, Sprint, T Mobile, Universal Pictures, and Yahoo.
“OOH has a unique ability to amplify mobile and online marketing efforts, which is critical in today’s digital world,” says Stephen Freitas, OAAA chief marketing officer. “The reach capacity of OOH is stronger than ever because it’s not a content-based medium and susceptible to the audience fragmentation facing other traditional media.”
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.