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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