1 in 8 Pounds Spent Outdoor Now Digital

Adrian J Cotterill, Editor-in-Chief

According to new figures released this week from the UK’s Outdoor Advertising Association (OAA) in the three months to the end of June, advertisers spent GBP 211.5 million on outdoor advertising, up from GBP 179.6 million in the same period in 2009 – better still an incredibly impressive 79.1% rise in digital outdoor revenue helped contribute to the growth.

Mike Baker, OAA Chief Executive

Digital outdoor revenue in the UK was GBP 27.2 million during the three months to 30 June. Mike Baker, the chief executive of the OAA told us “1 in 8 pounds spent on outdoor is now spent on digital”. Spend on digital screens has now reached 12.8% of the total outdoor spend.

Generally spend on outdoor for the first six months of 2010 is up 16.2%, compared with 2009.

Ad categories contributing to the growth included retail, cars, food, finance and computers and 75% of the top 100 advertisers increased their spend on outdoor, according to Nielsen figures.

Mike added “Confidence is coming back into the market and outdoor delivers high frequency and coverage while offering campaigns which are quite targeted. The growth has been in specials, digital and large format”.

The biggest spender on outdoor was BSkyB, which spent GBP 6.2 million during the three months to 30 June, an increase of 19.8% year on year, followed by Marks & Spencer, which spent GBP 4.5 million, up 62% year on year.

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