Outdoor advertising grew 6.4% to £258.8 million in the second quarter of 2014, according to the Outdoor Media Centre – the fourth best performance ever recorded.
At £68.3 million, digital revenues were particularly strong – up 30% year on year to account for 26% of total revenue, amounting to the greatest quarterly digital revenue recorded for the sector.
According to Nielsen, categories which spent significantly more in the quarter on outdoor than last year include media, government, property, retail and travel and transport. The top 10 advertisers, in alphabetical order, were: Asda, Sky, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.
“Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant,” said Mike Baker, CEO of the OMC.
“And advertisers are increasingly viewing the active space of outdoor as an indispensable part of their marketing mix. Outdoor brings them the three virtues of a large quality audience, powerful visual branding, and a choice of relevant contexts. Retail growth has been particularly strong, with two supermarkets in the top ten spenders for the first time.”
John Davidson, chief commercial officer at Kinetic, added: “We have experienced a welcome uptick in Q2 with a notable variety and volume of advertiser briefs. There has been a definite sense of buoyancy on the back of increasingly positive economic data.
“It is important that we build on this momentum through client recognition of the value and unique potency that Outdoor offers.”
