Out of home (OOH) advertising revenue rose 3.5 percent 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 (OAAA). 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.
“The out of home advertising industry has now posted 14 quarters of consecutive growth and continues to expand market share,” said OAAA President & CEO Nancy Fletcher. “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 percent YTD 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,” said OAAA Chief Marketing Officer Stephen Freitas. “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.
For more information about specific category spend, please contact Nicole Hayes at firstname.lastname@example.org or (202) 833-5566.