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Out of Home Advertising Up 4.2% to $6.9 Billion in 2013

FOR IMMEDIATE RELEASE

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org


Out of Home Advertising Up 4.2% to $6.9 Billion in 2013

March 10, 2014 (Washington, DC) – OOH advertising revenue rose 4.2 percent in 2013
compared to the previous year, accounting for $6.9 billion, based on figures released by OAAA.
OOH revenue figures were up 3.5 percent in the fourth quarter, compared to 2012. The revenue
increase marks the industry’s 15th consecutive quarter of growth.
According to OAAA’s analysis of MAGNA GLOBAL and Kantar data, OOH is the fastest growing
local ad medium.

“Because of its unique ability to connect, engage, and inspire consumers in an increasingly
mobile and interactive marketplace, OOH remains on a steady growth trajectory,” said OAAA
President & CEO Nancy Fletcher.

Among the top 10 revenue categories, those with the greatest growth increase included
Restaurants +11 percent; Insurance & Real Estate +9 percent; Schools, Camps, and Seminars
+8 percent; Miscellaneous Services and Amusements +6 percent; and Retail +5 percent.
Ranked in order of OOH spending, the top 10 advertisers in 2013 were McDonald’s Restaurant,
Apple, Verizon, AT&T, Warner Bros Pictures, Chase, Samsung, MetroPCS, Microsoft, and
Citi.

The industry saw new and veteran OOH advertisers increase spend in 2013 compared to 2012.
Ranked in order of increased OOH spend, 10 of the top advertisers to up OOH in their media
plans were Aio Wireless, Netflix, Ford, 7 Eleven, H&R Block, Discover, Mazda, California State
Lottery, MillerCoors, and Ford Dealer Association.

“The continuous expansion of digital platforms across OOH formats further enhances the ways
in which OOH efficiently delivers the advertisers’ message to the consumer in today’s
increasingly fragmented media environment,” said Stephen Freitas, OAAA chief marketing
officer.

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 digital and static billboard, street
furniture, transit, alternative, and cinema advertising.

For more information about specific category spend, please contact Nicole Hayes at
nhayes@oaaa.org or (202) 833-5566.

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 $6.9 billion annually in ad revenues and
donates more than $450 million in space each year. For more information, please visit www.oaaa.org.

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