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Out of Home Advertising Up 1.5% in Third Quarter 2014

FOR IMMEDIATE RELEASE


Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org

Out of Home Advertising Up 1.5% in Third Quarter 2014

November 25, 2014 (Washington, DC) –OOH advertising revenue rose 1.5 percent in the third quarter of 2014 compared to the previous year, accounting for $1.64 billion, based on figures released by OAAA. The revenue increase marks the industry’s 18th consecutive quarter of growth.  

“OOH’s foundation in local advertising markets has been a true asset during a year in which many traditional media faced considerable hurdles with shifts in national ad spend," said OAAA President & CEO Nancy Fletcher."We are pleased with our continued growth in political advertising, along with strong gains in the Travel and Retail categories.” 

There was growth among nine of the top 10 revenue categories, including Government, Politics & Organizations +18 percent; Public Transportation, Hotels & Resorts +9.3 percent; Retail +8 percent; Miscellaneous Services and Amusements +7.7 percent; Insurance & Real Estate +5.5 percent; Schools, Camps & Seminars +4.0 percent; Media & Advertising +2.6 percent; Communications +0.8 percent; and Restaurants +0.5 percent.

Political spending fueled the growth in the Government, Politics & Organizations category and produced the third consecutive quarter of double-digit growth for this category.

Ranked by OOH spending, the top 10 advertisers in the third quarter were McDonalds Restaurant, Metro PCS, Verizon, Apple, NBC, CBS, Geico, Coca-Cola, Fox, and Citi. 

Among the top 30 OOH advertisers, Google had the greatest increase over the third quarter of 2013, and it marked the second consecutive quarter they’ve owned this position. Other advertisers with double-digit or greater increases were Metro PCS, Coca-Cola, ABC, Warner Bros Pictures, Samsung, Pepsi, State Farm, Paramount Pictures, T-Mobile, Prudential, 20th Century Fox Pictures, HSBC, and the New York State Lottery.

“OOH’s expansive reach and ability to amplify media plans are the drivers in our continued success and growing share in the advertising marketplace,” 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.

For more information about specific category spend, please contact Nicole Hayes at nhayes@oaaa.org or (202) 833-5566.

OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $6.9 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit www.oaaa.org.

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