These figures mark the 21st consecutive quarter of year-over-year growth in OOH ad revenues. For the first six months of the year, total OOH expenditures increased 4.2% to $3.84 billion.
Second-quarter growth in outdoor ad spending was led by categories, including miscellaneous services and amusements, up 10.1% to $463.7 million; retail, up 5.4% to $242.7 million; government, politics and organizations, up 2.2% to $119.9 million; financial, up 1.3% to $116.6 million; and communications, up 7.9% to $105.4 million.
Turning to specific advertisers, top spenders included McDonalds, Apple, Metro PCS, Warner Bros Pictures, Geico, Verizon, Chase, AT&T, Citi and 20th Century Fox Pictures.
As noted above, over the last few years, out-of-home has managed to defy the downward trend affecting other traditional media, including newspapers and magazines, thanks in part to the rise of digital out-of-home displays.
The OAAA also highlighted the complementary role OOH advertising can play with mobile, now the fastest-growing digital ad category, for example in cross-channel, place-based campaigns.
Earlier this year, the OAAA released a study that tracked 1,837 smartphone users via a smartphone eDiary, recording various factors, including their location, media consumption, purchase activity and moods.
The results showed that OOH ads reached consumers in the hour prior to 43% of mobile shopping activity, ahead of other media like TV, radio and newspapers.