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

WASHINGTON – U.S. OOH advertising revenue totaled $6.9 billion last year, rising 4.2% from 2012.

The top 10 accounted for 77.8% of all 2013 OOH expenditures. (Data source: Kantar Media, OAAA - March 2014)Figures released by OAAA today also show OOHH revenue figures were up 3.5% in fourth-quarter 2013 from the previous year.

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 include Restaurants (+11%); Insurance & Real Estate (+9%); Schools, Camps, and Seminars (+8%); Miscellaneous Services and Amusements (+6%); and Retail (+5%).

Ranked in order of OOH spending, the top 10 advertisers in 2013 are McDonald’s, Apple, Verizon, AT&T, Warner Bros. Pictures, JP Morgan Chase, Samsung, MetroPCS, Microsoft and Citigroup.

The industry saw new and veteran OOH advertisers increase spending in 2013. Ten of the top advertisers to up OOH in their media plans are Aio Wireless, Netflix, Ford Motor Co., 7-Eleven, H&R Block, Discover, Mazda, California State Lottery, MillerCoors and Ford Motor Co. 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.