Q3 Gain Makes Outdoor The UK’s Fastest Growing Medium
Outdoor advertising continued to perform strongly in the three months to September with revenue increasing by 6.6% year on year to more than £195 million, according to the latest figures from the Outdoor Advertising Association.
The data for the third quarter represents an increase of 9.5% for the first nine months of the year and shows that the outdoor industry has put the worst of the advertising downturn behind it to become the fastest growing medium in the UK.
Chief executive of the OAA, Alan James, said: “Outdoor has been doing well and has been outperforming all other media. Part of our success has been driven by the quality of what we have to offer and part of it is because other media are suffering – these would appear to be business publications, national newspapers and television.”
James explained that outdoor continues to benefit from the increasing amount of brands seeking more cost-effective and accountable forms of advertising. He said: “Advertisers are also understanding and seeing a huge improvement in the quality of the sites and the breadth of opportunities that now exist within outdoor.”
He added: “Developments in outdoor mean that now you can actually track people from the moment they leave their house all the way through to when they’re in a supermarket looking at an ad in a shopping trolley.”
Earlier this year the OAA launched the industry’s first joint initiative advertising campaign for more than ten years to demonstrate the power and effectiveness of outdoor advertising. James revealed that the OAA would also be launching more initiatives over the next year to promote the industry and help make it more accountable (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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