Outdoor Industry Sees Ad Revenue Rise In Second Quarter

Outdoor advertising continued to perform strongly in the three months to June, with revenue increasing by 6.3% year on year to more than £184 million, according to the latest figures from the Outdoor Advertising Association.

Entertainment and media remained the largest advertiser category during the second quarter of this year, but growth was driven by business and industrial brands, which increased their spend by almost 80% year on year.

The household stores category rose by 73% and food advertisers upped their investment in outdoor by almost 50% during the second quarter. The leisure equipment category grew by 46% year on year and clothing brands increased their spend by 21%.

Commenting on the figures, Alan James, chief executive of the OAA, said: “The latest quarter’s figure is 6.3% higher than for the same period last year. This means that for the first six months of the year, the outdoor industry now stands as 11.1% higher than 2002.”

The OAA recently launched the industry’s first joint initiative advertising campaign for more than ten years to demonstrate the power and effectiveness of outdoor advertising. The six-figure campaign includes the largest ever cross-section of outdoor formats, which range from banner ads, 48-sheets and bus sides, through to posters in washrooms, shopping trolleys and postcards in bars and cafés (see Hi-Tech Cleans Up With OAA Bar And Washroom Account).

Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk

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