Out-of-Home Revenue Up 0.8% in 2Q 2014

WASHINGTON – Out-of-home advertising revenue in this year’s second quarter totaled $2.17 billion – a incremental increase of 0.8% compared to the previous year, based on figures released by the Outdoor Advertising Association of America (OAAA).

The revenue increase marks the industry’s 17th consecutive quarter of growth, and OOH outperformed all media other than television and internet, according to Kantar Media.

“OOH continues to demonstrate the value it has with advertisers in a very fluid media landscape,” said OAAA President & CEO Nancy Fletcher. “Television saw enormous increases the first half of 2014 due to the Olympics and World Cup and most media suffered as a result, but OOH again posted a gain.”

Among the top 10 revenue categories, those with the greatest growth increase included Retail (19%); Insurance & Real Estate (13%): Government, Politics & Organizations (11%): Media & Advertising (8%): Miscellaneous Services and Amusements (5%): Automotive Dealers & Services (5%): and Public Transportation, Hotels & Resorts (3%).

Ranked in order of OOH spending, the top 10 advertisers in the first quarter were:

  • McDonald’s;
  • Apple;
  • Warner Brothers;
  • Geico;
  • Metro PCS;
  • Verizon;
  • AT&T;
  • 20th Century Fox Pictures;
  • Coca-Cola; and
  • Chase.

Among the top 25 OOH advertisers, Google had the greatest year-to-year increase in quarterly spending surpassing their previous high of annual spend in OOH. Others with significant increases were Geico, Metro PCS, Fox, State Farm, HBO, Comcast, Cracker Barrel, Sony Pictures, Sprint, Subway, Microsoft and Walt Disney Pictures.

“OOH’s ability to connect with young, mobile consumers is clear when you examine the top advertisers in our industry. Research shows consumers find OOH to be one of the most memorable forms of advertising, which is why it drives sales and builds brands” 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.