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Out of Home Advertising Grows in 2011

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org
 
For Immediate Release – February 22, 2012
Out of Home Advertising Grows in 2011
Full Year Revenue up 4%

(Washington) – Out of home advertising revenue rose 4 percent in 2011 compared to the previous year, accounting for $6.4 billion, based on figures released by the Outdoor Advertising Association of America (OAAA).

The increase in revenue was consistent for each quarter of the year with total growth up 3.0 percent in the fourth quarter.

“Out of home performed well last year,” said OAAA President & CEO Nancy Fletcher. “More brands are recognizing the value out of home advertising can add to a strategic media plan.”

Several industry categories performed well all year, most notably the Schools, Camps & Seminars sector, which was up 22.4 percent for the year. Other notable growth categories were Media & Advertising; Financial; and Miscellaneous Services & Amusements, which is comprised mainly of local brands. The Communications category flattened in 2011after a decrease in the fourth quarter.

Four of the top five advertisers increasing out of home media spend last year were financial brands; namely Chase, Prudential, JP Morgan, and Citi. Five of the top 20 advertisers increasing out of home spend were in the Media & Advertising category.

“Out of home advertising outpaced the overall ad business and other local media last year,” said Stephen Freitas, OAAA Chief Marketing Officer. “The industry has grown steadily for the past seven quarters, and that growth trend is expected to remain strong.”

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, and alternative media, as well as digital platforms for advertising spend.

For more information about specific category spend, please contact Nicole Hayes at nhayes@oaaa.org.  
 
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OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For more than 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.4 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit www.oaaa.org.

 

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