The Outdoor Advertising Association of America, Inc. (OAAA)

Out of Home Advertising Up 4.2% to $6.9 Billion in 2013

OOH advertising revenue rose 4.2 percent in 2013 compared to the previous year, accounting for $6.9 billion, based on figures released by OAAA. OOH revenue figures were up 3.5 percent in the fourth quarter, compared to 2012. The revenue increase marks the industry’s 15th consecutive quarter of growth.

According to OAAA’s analysis of MAGNA GLOBAL and Kantar data, OOH is the fastest growing local ad medium.

“Because of its unique ability to connect, engage, and inspire consumers in an increasingly mobile and interactive marketplace, OOH remains on a steady growth trajectory,” said OAAA President & CEO Nancy Fletcher.

Among the top 10 revenue categories, those with the greatest growth increase included Restaurants +11 percent; Insurance & Real Estate +9 percent; Schools, Camps, and Seminars +8 percent; Miscellaneous Services and Amusements +6 percent; and Retail +5 percent.

Ranked in order of OOH spending, the top 10 advertisers in 2013 were McDonald’s Restaurant, Apple, Verizon, AT&T, Warner Bros Pictures, Chase, Samsung, MetroPCS, Microsoft, and Citi.

The industry saw new and veteran OOH advertisers increase spend in 2013 compared to 2012. Ranked in order of increased OOH spend, 10 of the top advertisers to up OOH in their media plans were Aio Wireless, Netflix, Ford, 7 Eleven, H&R Block, Discover, Mazda, California State Lottery, MillerCoors, and Ford Dealer Association.

“The continuous expansion of digital platforms across OOH formats further enhances the ways in which OOH efficiently delivers the advertisers’ message to the consumer in today’s increasingly fragmented media environment,” said Stephen Freitas, OAAA chief marketing officer.

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 digital and static billboard, street furniture, transit, alternative, and cinema advertising.