US Out-of-Home Advertising Up 3.8% in Q2 2015

Gail Chiasson, North American Editor

Out-of-advertising revenue rose 3.8% in the second quarter of 2015 compared to the previous year, accounting for $2.25 billion, based on figures released by the Outdoor Advertising Association of America, Washington, D.C..

According to Kantar Media, total ad spend in the US was down nearly 7% for the quarter, and OOH and local radio are the only traditional media to see significant growth.

“All major OOH categories continue to grow, and nine of the top 10 product categories are showing increases for the year,”
says Nancy Fletcher, OAAA president & CEO. “This is particularly significant given the comparison to other traditional media and second quarter GDP growth of 2.3%.”

The nine revenue growth categories included: Miscellaneous Services and Amusements; Retail; Media & Advertising; Public Transportation; Financial; Insurance & Real Estate; Government, Politics & Organizations; Communications; and Automotive Dealers and Services.

Ranked in order of OOH spending, the top 10 advertisers in the second quarter were McDonalds, Apple, Metro PCS, Warner Bros Pictures, Geico, Verizon, Chase, AT&T, Citi, and 20th Century Fox Pictures.

Among the top 50 OOH advertisers, those with increases greater than the OOH quarterly growth of 3.8% included (in order of growth): Microsoft, Universal Pictures, Verizon, T-Mobile, HSBC, Coca Cola, Walt Disney Pictures, Chick-Fil-A, Warner Bros. Pictures, New York State Lottery, Anheuser-Busch, Accenture, Cox, Samsung and Kroger.

“The most significant trend in advertising today is the shift to digital,” said 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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