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Out of Home Advertising Continues to Grow

Date: December 01, 2011


Contact: Nicole Hayes
(202) 833-5566
For Immediate Release – December 1, 2011
Out of Home Advertising Continues to Grow 
Third Quarter Revenue up 4.2%

(Washington) – Out of home advertising revenue rose 4.2 percent in the third quarter of 2011 compared to the same period last year, accounting for $1.5 billion, based on figures released by the Outdoor Advertising Association of America (OAAA).

The steady increase in revenue has been consistent throughout the first nine months of this year with total growth up 4.3 percent. During the first three quarters industry revenue was $4.8 billion.

“Out of home continues to perform better than most other media segments this year,” said OAAA President & CEO Nancy Fletcher. “Brands realize the value of the out of home medium and its ability to reach busy consumers outside the home and on the path to purchase.”

Several industry categories have consistently performed well all year, including local services, media, schools, and restaurants. The financial category flattened in the third quarter after rapid growth over the first two quarters of the year.

“Out of home advertising has been growing at a sustained pace all year,” said Stephen Freitas, OAAA chief marketing officer. “The growth has been constant in large part due to innovation that includes continued integration of digital technology and the further rollout of TAB’s EYES ON ratings.”

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 billboard, street furniture, transit, and alternative media, as well as digital platforms for advertising spend.

For more information about specific category spend, please contact Nicole Hayes at
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OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit


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