Commentary
Three Years of OOH Advertising Growth Continues
- by Jack Loechner , Staff Writer @mp_research, September 2, 2013
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% |
|
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| $38,530 |
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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 |
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Source: Kantar Media, OAAA, August 2013 | |||||||
Total 2013 January - June OOH Expenditures $3,653,673,843
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.