Three Years of OOH Advertising Growth Continues

According to the Outdoor Advertising Association of America (OAAA), out of home (OOH) advertising revenue rose 5% in the second quarter of 2013 compared to the same period in 2012, accounting for nearly $2.2 billion, Revenue for the first half of 2013 reached nearly $3.7 billion. The increase highlights steady positive year-over-year revenue growth since the second quarter of 2010.

OAAA President & CEO, Nancy Fletcher, says “…the out of home advertising industry is continuing… as a leading growth medium in the US… advertising community understands the value of OOH… an effective component of ad campaigns.” 

The 2013 OOH industry revenue increase has more than doubled YTD 2013 Real GDP growth, with the Miscellaneous Services, Restaurant, and Retail categories showing the largest volume growth over 2012. Advertisers with the greatest spending increase included Diageo, StubHub, Jack in the Box, Chipotle, 7 Eleven, Apple Stores, Netflix, Tiffany, and Chanel. 

OAAA Chief Marketing Officer, Stephen Freitas, concludes that “… results show consistent growth across all segments… value markets to high-end markets… improving economy… (and) strength of OOH in connecting with mobile consumer… builds… advertisers confidence in OOH as a wise marketing investment… ”

 OOH Advertising Expenditures 2013 April – June ($m)

Industry Categories

 Apr - Jun ‘13

Percent of Total Revenue

Rank

Apr - Jun ‘12

Rank

Category Growth  Apr - Jun ‘13 vs '12

Percentage Change Apr – Jun ‘13 vs '12

Misc services & amusements

$392,097

18.20%

1

$372,980.

1

$19,116

5.1%

Restaurants

$193,894

 9.0%

2

$173,516

4

$20,377

 11.7%

Retail

$189,585

8.8%

3

$176,280

3

$13,304

 7.5%

Media & advertising

$187,431

8.7%

4

$185,765

2

$1,665

 0.9%

Public trans., hotels & resorts

$163,732

7.6%

5

$165,956

5

$ -2,223

 -1.3%

Financial

$129,262

6.0%

6

$137,137

6

$-7,874

-5.7%

Insurance and real estate

$105,564

4.9%

7

$110,725

8

$-5,160

-4.7%

Government, politics & orgs

$103,410

4.8%

8

$101,174

9

$2,236.0

2.2%

Communications

$103,410

4.8%

9

$112,944

7

 $-9,534

-8.4%

Automotive dealers & services

$88,329

4.1%

10

$81,706

10

$6,623.3

8.1%

Total top ten categories

$1,618,186

 76.9%

 

 

 

$38,530

 

Source: Kantar Media, OAAA, August 2013

Total 2013 April - June OOH Expenditures $2,154,378,709

OOH Advertising Expenditures 2013 January – June ($ m)

Industry Categories

Jan - Jun 2013

% of Total Revenue

Rank

Jan - Jun 2012

Rank

Category Growth  Apr - Jan ‘13 vs '12

% Change Jan – Jun’13 vs '12

Misc services & amusements

$ 680,034

18.5%

1

$ 644,748

1

$35,286

5.5%

Retail

$ 331,324

9.7%

2

$ 338,818

3

$-7,493

2.2%

Media & advertising

$ 324,362

8.7%

3

$ 302,393

2

$21,969

7.3%

Restaurants

$ 313,459

8.1%

4

$ 283,068

5

$30,390

10.7%

Public trans, hotels & resorts

$ 274,437

8.1%

5

$ 280,683

4

$-6,245

-2.2%

Financial

$ 242,505

7.2%

6

$2 50,904

6

$-8,398

 -3.3%

Communications

$ 201,602

6.0%

7

$ 208,750

7

$-7,147

-3.4%

Government, politics & orgs

$ 166,978

5.2%

 

$ 181,080

9

$-14,102

 -7.8%

Insurance & real estate

$ 166,080

4.8%

9

$ 166,449

8

$-369

 -0.2%

Schools, camps, seminars

$ 153,327

4.1%

10

$ 142,815

10

$10,511

7.4%

Total top ten categories

$2,854,113

80.3%

 

$2,799,711

 

$54,401

 

Source: Kantar Media, OAAA, August 2013

Total 2013 January - June OOH Expenditures $3,653,673,843

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