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Out of Home Advertising Up 0.3% in Q1 2017

May 15, 2017 (Washington, DC) –Out of home (OOH) advertising revenue rose 0.3 percent in the first quarter of 2017 compared to the previous year, accounting for $1.64 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). The revenue increase marks the industry’s 7th year of consecutive growth.

“The strength of OOH in local markets carried the industry to yet another quarter of growth, in spite of total media weakness in national business," said OAAA President & CEO Nancy Fletcher. "With quarterly GDP growth posting a three-year low, OOH continues to demonstrate its staying power in an ever-changing media ecosystem.”



Three product categories posted double-digit growth including Media & Advertising, Financial, and Communications. Ranked in order of OOH spending, the top 10 advertisers in the first quarter were Apple, McDonald’s, American Express, AT&T, HBO, Google, Warner Bros. Pictures, Verizon, Sprint, and Geico.

Twenty-one of the top 100 OOH advertisers more than doubled their OOH spend from Q1 2016 including: 24 Hour Fitness Center, Amazon, American Express, Arconic Service, AT&T, Atlantic, Barclays, CBS, Charter Communications, Coca-Cola, Deloitte & Touche Consulting, Dove, Ebay, Facebook, Google, MailChimp, Nintendo, Progressive, Slack, Sony Pictures and Tresemme.

“OOH remains resilient because of its ability to deliver as one of the few remaining mass media channels, but also because many OOH formats now offer one-to-one connections with consumers,” said Stephen Freitas, OAAA chief marketing officer. “The recent Nielsen online activation study demonstrated OOH’s superior ability to drive online activity in comparison to other offline core media channels.”

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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