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Outdoor industry returns to growth – up 1.1% in Q3

Outdoor industry returns to growth – up 1.1% in Q3

Outdoor advertising

The Outdoor Media Centre has announced that UK outdoor revenues for July to September 2011 reached £214.4 million, up 1.1% year on year. Six out of the last seven quarters have now recorded positive growth.

“It’s good to be back in positive territory again”, said Mike Baker, CEO of the Outdoor Media Centre. “We are seeing numerous advertisers returning after a period of hiatus, and also more advertisers spending more in outdoor. For example, 140 advertisers now spend more than a million in the medium, five more than last year.”

The ten biggest outdoor advertisers this quarter were BSkyB, McDonalds, Kellogg’s, Coca Cola, Everything Everywhere, Entertainment Films, Kentucky Fried Chicken, O2, Twentieth Century Fox, and Vodafone.

Categories spending more in Q3 in 2011 compared to 2010 include entertainment, telecoms, motors, retail, government, clothing and business and industrial.

Digital revenues were up 29% to £30.6 million for the quarter, reflecting new investment in digital and the conversion of traditional sites to digital in rail, airport, subway and retail environments.

Digital now makes up 14.3% of all outdoor revenue, and more than half of OMC members now offer digital screens as part of their portfolio. The breakdown of digital revenues by environment this quarter is as follows: transport (chiefly subway, rail and airport) made up 50%, roadside (typically large format LED billboards and spectaculars) 28%, and the retail and leisure sector (including malls, gyms etc) 22%.

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