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Out of Home Advertising Up 1.1% to $7.0 Billion in 2014

FOR IMMEDIATE RELEASE


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

Out of Home Advertising Up 1.1% to $7.0 Billion in 2014

March 4, 2015 (Washington, DC) – OOH advertising revenue rose 1.1 percent in 2014 compared to the previous year, accounting for $7.0 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). OOH revenue figures were also up 1.1 percent in the fourth quarter, compared to 2013. The revenue increase marks the industry’s 19th consecutive quarter of growth.

“In a challenging year for advertising media, OOH’s strength in connecting with the local marketplace and consumers, once again delivered positive growth, and garnered significant increases from important national advertisers,” said OAAA President & CEO Nancy Fletcher.Among the top 10 revenue categories, those with the greatest growth increase in 2014 included Government, Politics and Organization +17 percent; Insurance & Real Estate +15 percent;Retail +15 percent; Public Transportation, Hotels & Resorts +9 percent; Miscellaneous Services& Amusements +7 percent; Media & Advertising +5 percent; and Schools, Camps, & Seminars+4 percent.

Ranked in order of OOH spending, the top 10 advertisers in 2014 were McDonalds, Apple,Metro PCS, Verizon, Geico, Warner Bros Pictures, Citi, Chase, Coca-Cola, and NBC Universal.McDonalds and Apple retained the top two positions for the second consecutive year. MetroPCS had the largest jump in total dollar spend with an increase of 49 percent. Google, with the number two increase in spend, leapt to number 22 in total OOH from the 88th position in 2013.

Five of the top 12 OOH spenders were technology companies, including AT&T and Samsungalong with those previously mentioned. Newcomers to the top 50 list in 2014 included, in addition to Google; ABC, Disney, Chick-Fil-A, Miller, Target, TBS, Panera, Kroger, Cox, and Accenture.

“OOH’s continuous steady climb and increasing share of media spend is the foundation for thepositive outlook media analysts are projecting for OOH over the next few years,” said Stephen Freitas, OAAA’s 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. Foundedin 1891, the association represents more than 90 percent of the US OOH industry based onrevenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed toserving advertisers, consumers, and communities. The OOH industry generates $7 billionannually in ad revenues and donates more than $450 million in space each year. For more information, please visitwww.oaaa.org.

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