Out of home (OOH) advertising revenue rose 4.5 percent in the first quarter of 2012 compared to the same period in 2011, accounting for more than $1.4 billion, according to the Outdoor Advertising Association of America (OAAA). The increase in revenue highlights steady positive year-over-year revenue growth since the second quarter of 2010.
“The out of home industry continues to perform well each year,” said OAAA President & CEO Nancy Fletcher. “Ad agencies and advertisers have realized the value OOH can offer when part of a comprehensive media plan.”
Misc. Services & Amusements recorded the highest revenue dollar growth as the segment continues to lead OOH spending each quarter.
OOH ad revenue also grew in the Government, Politics & Organizations segment, which is expected to continue to grow as the election season nears.
“The political season kicks off earlier each election cycle,” said OAAA Chief Marketing Officer Stephen Freitas. “Political advertisers spent on OOH last year and have already proven OOH to be a strategic component in campaigns this year, with spending increases of more than 9 percent thus far. Both candidate and public issue ads will continue to increase spending in the coming months as political action groups and front runners prepare for the November elections.”
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.