• by Jack Loechner , Staff Writer @mp_research, March 6, 2012

Based on figures released by the Outdoor Advertising Association of America (OAAA), out of home advertising revenue rose 4% in 2011 compared to the previous year, accounting for $6.4 billion. The increase in revenue was consistent for each quarter of the year with total growth up 3.0% in the fourth quarter.

Stephen Freitas, OAAA Chief Marketing Officer, says “Out-of-home advertising outpaced the overall ad business and other local media last year... ,” while OAAA President & CEO Nancy Fletcher says “... more brands are recognizing the value out of home advertising can add to a strategic media plan.”

Several industry categories performed well all year, most notably the Schools, Camps & Seminars sector, which was up 22.4% for the year. Other notable growth categories were Media & Advertising; Financial; and Miscellaneous Services & Amusements, which is comprised mainly of local brands. The Communications category flattened in 2011after a decrease in the fourth quarter.

Four of the top five advertisers increasing out of home media spend last year were financial brands; namely Chase, Prudential, JP Morgan, and Citi. Five of the top 20 advertisers increasing out of home spend were in the Media & Advertising category.

Out-of-home or OOH advertising at 4% significantly outpaced the 1.5% growth pace of overall advertising through the first three quarters of the year. It is also well ahead of radio, the only other media to announce full-year results so far, and which was up 1% in 2011.

Stephen Freitas, OAAA Chief Marketing Officer, note that “... the industry has grown steadily for the past seven quarters, and that growth trend is expected to remain strong.”

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.

Media Buyer Planner opines that “...when... Kantar Media releases its final tallies for 2011 in March, out-of-home... will probably be the fourth-fastest-growing category, behind Spanish-language media, cable TV and the internet...”

For the OAAA release, please visit here, or for a detailed chart in PDF format from Kantar Media, OAAA, February 2012, visit here.