Outdoor continues double digit growth in Q3
Outdoor revenues reached £212.2 million in Q3 2010, up 12.4% year on year, according to new figures from the Outdoor Advertising Association.
Overall, the biggest out of home spender during the July to September period was BSkyB, which spent £11.1 million on advertising during the quarter. In terms of categories, retailers M&S, Asda and H&M all spent more of their budgets on outdoor campaigns, as did motor brands such Vauxhall, Renault and BMW and food companies including Kellogg’s, Cadburys, Mars.
Finance groups such as RBS, Nationwide and Lloyds also increased their spending during the summer months, as well as computing companies Samsung, RIM and SAP.
The OAA said roadside formats performed well this quarter, taking more than half of all revenue – 52.4% – which is roadside’s highest share since Q4 2007. Large format sites such as 96 sheets and banners were also in demand, as were 48 sheets in the transport sector.
The other performer was digital small formats in the retail and leisure environments, which more than doubled revenue year on year following investment in the sector. Digital revenues accounted for £23.8 million in Q3, up 62% year on year.
Approximately 3,000 digital screens now exist in six different environments – roadside, rail, retail, airport, leisure and underground. Digital revenue made up 11% of all outdoor revenue during the three month period.
In 2010, outdoor has posted a 14.9% increase overall – a performance “which compares strongly against other media, TV included,” according to the OAA.
“This quarter sees the continuation of outdoor’s strong recovery in 2010,” said Mike Baker, CEO of the OAA. “75 of the top 100 spenders have increased their spend this quarter, which is a heartening sign. We continue to regain advertiser confidence and outdoor’s share of display spending is once again heading towards the 10% threshold.”