OOH Advertising Q3 Revenue Up 3.5%

Gail Chiasson, North American Editor

Out of advertising revenue rose 3.5% in the third quarter of 2013 compared to the same period in 2012, accounting for more than $1.6 billion, according to the Outdoor Advertising Association of America.

Revenue for the first three quarters of 2013 reached nearly $5.3 billion. The OOH advertising industry has seen positive year-over-year revenue growth since the second quarter of 2010.

No breakdown of the digital out-of-home sector within the total was given.

“The out of home advertising industry has now posted 14 quarters of consecutive growth and continues to expand market share,” says Nancy Fletcher, OAAA president and CEO. “The unique ability of OOH to connect with today’s mobile consumers bodes well for the continued growth and success of our industry.”

The 2013 OOH industry revenue increase of 4.4% year-to-date continues to outpace YTD 2013 Real GDP growth. In the third quarter of 2013, the Miscellaneous Services, Restaurant, Retail, and Insurance and Real Estate categories produced the largest volume growth over 2012.

Advertisers with the greatest spending increase in the third quarter included :Apple, AT&T, Sony Pictures, MillerCoors, Rockstar Games, Walt Disney Pictures, Microsoft, Universal Pictures, Diageo, Aio Wireless, Sprint, Nissan, Geico, and Blue Cross & Blue Shield.

“The third quarter produced especially strong results for insurance and real estate, retail, and restaurant businesses,” says Stephen Freitas, OAAA chief marketing officer. “The value of out-of-home in today’s highly-fragmented media environment continues to strengthen our position as one of the fastest growing advertising mediums.”

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.

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