Revenue
Outdoor advertising is unique in the ways in which it commands attention, engages consumers, and gets results. Every quarter, OAAA release amalgamated revenue information showing the total growth of the industry as well as the largest advertising categories, such as services & amusements and public transportation, hotels & resorts.
“Revenue figures are very useful. I’m able to compare out of home with other media because other media have been releasing quarterly revenue data,” said Katy Bachman, senior writer with Mediaweek magazine. “This just puts out of home on the same level as other media and allows for good comparisons.”
Each year, OAAA also uses revenue reporting data to compile a year end revenue release which details the growth of out of home from year to year.
In addition to OAAA, there are independent ad spend services used to quantify the revenue growth and vitality of the outdoor industry: Kantar Media and Miller Kaplan.
What the ad industry is saying about Outdoor Ad Spend
"I completely agree that accurate and robust revenue data is a must in our industry, especially at this crucial juncture . Our industry is receiving so much additional press right now and we need to keep the interest and momentum strong! The overall goal is to increase the OOH budgets to the level that we know the medium deserves." – Heather Armstrong, Manager OOH GSD&M
"Today’s rapidly shifting business climate and media consumption habits have the smartest clients constantly monitoring where and how their opponents are making media investments. The outdoor industry’s aggressive stance in addressing the quality and depth of audience ratings should be mirrored in the quality and depth of this fundamental data element as well." – Bob Martin, President, Bob Martin Media Consulting
"With all of the innovation in OOH, be it digital billboards, greater accountability via EYES ON, place-based video, mobile enhancements etc clearly the spotlight is on OOH. As Advertisers and marketers are increasingly adopting and growing their OOH investment it is critical to have accurate ad spending data to help sell-in and validate their shift of dollars to this media. Our clients closely watch and track their competitor's activity across all media. Currently OOH is the least sophisticated from a reporting standpoint. Lack of accurate data undermines all the excitement and innovation that attracts new users and increased spenders and creates some doubt in their eyes. Pulling competitive activity now for our clients is directional at best requiring asking all suppliers for activity summaries, photos etc but you have no way to know if the data is complete and tells the true story. If we want the OOH slice of pie to grow - as its poised to do - its critical that we have the data to support these choices." - Norm Chait, SVP, Director of OOH Investment & Activation, Mediavest
Quarterly Revenue
Outdoor Pie Chart
Outdoor Market Share
International Outdoor
Historical Revenue
Outdoor Industry Trend Report
Top Outdoor Advertisers
Top Outdoor Advertisers: Categories
Top Outdoor Advertisers: Parent Companies
Top Outdoor Media Companies
MegaBrands Report
Revenue Reporting