Out of Home Advertising Revenue Up 2% in Q3 2016
WASHINGTON — December 14, 2016 — Out of home (OOH) advertising revenue rose 2% in the third quarter of 2016 compared to the previous year, accounting for $1.75 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). Year-to-date 2016 the OOH industry is up 3.2%.
“OOH’s broad appeal across the advertising spectrum was highlighted by political spend through the first three quarters of the year," says OAAA President & CEO Nancy Fletcher. "2016 could be a record year for OOH in capturing political advertising.”
Among the top 10 revenue categories, those outperforming GDP in the third quarter were Miscellaneous Local Services and Amusements; Government, Politics and Organizations; Public Transportation, Hotels and Resorts; Insurance and Real Estate; and Automotive Dealers and Services.
Ranked in order of OOH spending, the top 10 advertisers in the third quarter were McDonalds, Apple, Coca-Cola, Warner Bros Pictures, Verizon, Yahoo, Metro PCS, CBS, Fox and NBC.
“OOH continues to outperform most traditional media because in today’s world of clicks, likes, and page views, OOH is the real thing. It offers real-life impact in a digital world, and can’t be blocked, skipped, or viewed by bots,” says Stephen Freitas, OAAA chief marketing officer. “OOH extends the reach and frequency of integrated ad campaigns, and drives mobile, social and digital engagement better than any other advertising medium.”
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 printed billboards, street furniture, transit, place-based, and cinema advertising.