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 three independent ad spend services used to quantify the revenue growth and vitality of the outdoor industry: Kantar Media, Miller Kaplan, and Nielsen Monitor Plus.
What the ad industry is saying about Outdoor Ad Spend
OOH revenue reporting is critical to the industry on all levels. It provides valuable insight that is used by advertisers in determining their advertising budgets and overall OOH spend. Research is vital to our growth and knowing category, advertising, and media spend are all important factors that aid the advertisers in their decision making process. –Steve Mueller, President, OSI, AAAA OOH Media Committee Chair
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
Accurate revenue reporting to competitive spending aggregators like TNS and Nielsen is critical. When clients see healthy spending in a medium (especially a mature medium such as out-of-home), it bolsters not only their confidence in the medium, but their confidence that their media dollars are being spent wisely and effectively. – Stan Richards, Founder, The Richards Group
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
As global positioning continues, I believe that accurate revenue reporting is a key number for international clients to understand how to rate a market on its own merit. In the US, there are assumptions that outdoor numbers are always inflated so, along with “Eyes On,” we should also have accurate revenue numbers in the market place. People will say, ‘Why is outdoor spend only 3 percent of overall spend. Is it truly only 3 or 4 percent or is it more or less?’ – Todd Hansen, President Posterscope, USA
Quarterly Revenue
Outdoor Pie Chart
Outdoor Market Share
International Outdoor
Historical Revenue
Outdoor Industry Trend Report 1999-2008
Recessions and Ad Revenue
Top Outdoor Advertisers
Top Outdoor Parent Companies
Top Outdoor Categories
Top Outdoor Media Companies
MegaBrands Report
Revenue Reporting