Outdoor Revenues Up 4.4%, Benefits From Digital OOH
Out-of-home advertising revenues grew 4.4% to over $1.5 billion in the third quarter, up from around $1.4 billion in the same period of 2011,
according to the Outdoor Advertising Association of America.
McDonald’s was the top advertiser in terms of out-of-home ad spending in the first nine months of 2012, with
Verizon in second place and Chase in third place. The OAAA also noted substantial spending by other media brands this year, including Fox, NBC, and BBC America; the latter increased its outdoor
spending by a factor of ten in 2012.
Overall, the media and advertising category increased 6% in the third quarter compared to 2011. The period also saw ample political ad spending, with the
government, politics, and organizations segment up 14% compared to the same period in 2011.
The third-quarter results continue a relatively strong 2012, with OOH ads consistently
outpacing growth in overall advertising spending. Out-of-home ad spending grew 4.5% in the first quarter and 4.3% in the second quarter, according to the OAAA. For the first nine months of the year,
total revenues came to over $4.9 billion, up 4.4% from $4.8 billion in the same period of 2011. In 2011, out-of-home ad spending totaled $6.4 billion, up 4% from $6.15 billion in 2010.
Although not mentioned by OAAA in the Q3 revenue announcement, out-of-home ad spending also continues to benefit from the rapid expansion of digital out-of-home advertising, including digital
billboards, in-store media, and place-based digital video networks. PQ Media is forecasting 12.4% growth in U.S. digital out-of-home revenues in 2012, to $2.3 billion.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "Outdoor Revenues Up 4.4%, Benefits From Digital OOH"
Leave a Comment