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Out of Home Advertising Second Quarter Revenue Up 4.3%

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org
 
For Immediate Release – August 22, 2012
Out of Home Advertising Second Quarter Revenue Up 4.3%
OOH Industry Shows Continued Strength for Ninth Consecutive Quarter

(Washington, DC) –Out of home (OOH) advertising revenue rose 4.3 percent in the second quarter of 2012 compared to the same period in 2011, accounting for more than $2 billion, according to the Outdoor Advertising Association of America (OAAA). Revenue for the first half of 2012 has reached nearly $3.5 billion. The increase in revenue highlights steady positive year-over-year revenue growth since the second quarter of 2010.

“The out of home advertising industry remains on a growth trajectory surpassing most other media,” said OAAA President & CEO Nancy Fletcher. “The advertising community has embraced OOH as a proven component of effective ad campaigns.”

With double-digit gains compared to last year, the Auto Dealers segment has returned to the top 10 industry categories in OOH expenditures. OOH ad revenue also grew by more than 10 percent in the Retail and Insurance & Real Estate segments; and Governments, Politics & Organizations grew by more than 14 percent.

“As predicted earlier this year, political advertising spend continues to grow this election year,” said OAAA Chief Marketing Officer Stephen Freitas. “We’ve already seen a rise in both candidate and public issues ads as political action groups and campaign buyers recognize the strategic value in targeted OOH messages.”

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. Revenue estimates include billboard, street furniture, transit, alternative, and cinema advertising, as well as digital platforms for advertising spending.

For more information about specific category spend, please contact Nicole Hayes at nhayes@oaaa.org.
 
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OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $6.4 billion annually in ad revenues and donates more than $400 million in space each year. For more information, please visit www.oaaa.org.

 

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