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US Outdoor Ad Revenue Sustains Strong Growth

US Outdoor Ad Revenue Sustains Strong Growth

US outdoor advertising industry revenue sustained last year’s strong growth trend with an 8% increase in the first three months of 2007, accounting for $1.6 billion in total spending, according to figures from the Outdoor Advertising Association of America (OAAA).

Stephen Freitas, chief marketing officer for the OAAA, said: “The industry’s growth has remained consistent and is significantly better than the total ad industry which decreased 0.3 % in the first quarter of this year.”

Outdoor media performance was up in nine of the top ten advertising categories for the first quarter of this year. The communications category posted the largest gain, up 20.0%.

The insurance and real estate category remained strong with a 14.7% increase over the first quarter of 2006, stimulated by agents eager to compete in a cooling housing market.

The automotive accessories & equipment category surged by posting strong gains of 13.1% over the same time period last year, after several quarters of decreased spending. The automotive dealers & services category was up 6.1% for the quarter.

The greatest spending was in the local services and amusements category which grew 11.5% in the first three months of the year. The restaurants category (9.7%), public transportation, hotels & resorts category (3.4%), retail (0.6%), and financial category (0.1%) experienced increases.

The recent MediaTel Group seminar on the Future of Outdoor examined several key issues, including the state of digital outdoor advertising (see Digital Outdoor Debate Sparks Mixed Views), and agency engagement (see ‘Future Of Outdoor’ Seminar Examines Agency Engagement).

Related Links
Outdoor Advertising Association of America
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