Out-of-home advertising revenues grew 4.1% from about $5.86 billion in 2009 to $6.1 billion in 2010, according to figures from the Outdoor Advertising Association of America.After a flat Q1 in 2010, OOH showed increases in each subsequent quarter: 3.6% in Q2, 7% in Q3 and 6.5% in Q4. There were significant increases in media and advertising, up 18.8% to $547 million; financial advertising, up 22.6% to $448 million; and government and political advertising, up 16.2% to $295 million. The latter figure reflects increased political spending associated with last year’s midterm elections – unlikely to be repeated in 2011.
The OOH industry is seen as benefiting from a transition with the rise of digital out-of-home advertising, including electronic billboards and digital video displays.
In fact, DOOH is fast encroaching on OOH, with PQ Media recently projecting that DOOH media spend will eclipse $4.53 billion by the end of 2013 compared to $5.75 billion for traditional OOH.