• Brandweek, Wednesday, March 14, 2007 11:45 AM

Insurance and real estate--out-of-home advertising's second-biggest category--grew 26.2% last year, leading the way to an overall increase of 8% in revenue for the medium. Total spending was $6.8 billion, according to the Outdoor Advertising Association of America.

With new digital technologies springing up every day, ad spending in out-of-home has grown 68% over the past decade--the second fastest-growing ad segment behind the Internet. Among the top 10 ad categories, spending was up 10% and six increased ad budgets. The medium's largest category--local services and amusements--remained the No. 1 category, up 16.4% to more than $1 billion.

Categories that cut spending included media and advertising, down 9.5%; financial, down 1.3%; auto dealers and services, down 3%; and auto accessories and equipment, down 6.5%.

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