Outdoor advertising in the US rose by 9% year-on-year in 2005, with the latest figures from the Outdoor Advertising Association of America (OAAA) revealing revenue hit more than $6.3 billion, compared with $5.8 billion in 2004.
Outdoor media performed well across most of the top 10 advertising categories, with large growth seen in communications, insurance & real estate and retail.
Commenting on the findings, Stephen Freitas, chief marketing officer of the OAAA, said: “Outdoor advertising’s ability to effectively reach its core mobile audience while other media struggle to maintain audience share is one of the major reasons why more national brands are moving ad budgets to the outdoor medium.”
He continued: “Consumers are spending more time away from home where they are being exposed to increasingly more outdoor messages instead of in-home media.”
Outdoor advertising in the US looks set to enjoy a strong 2006, with estimates from TNS Media Intelligence forecasting the media to rise by 7.2% year on year (see TNS Forecasts US Adspend To Rise By 5.4% In 2006).
Turning to the UK outdoor advertising’s revenue growth slowed towards the end of 2005. Weaker than expected results for the fourth quarter of 2005 resulted in overall growth of 5.7% year on year (see Outdoor Adspend Up By 5.7% In 2005).
According to the UK Outdoor Advertising Association (OAA), revenues were up by just 2.02% year on year in Q4 2005, half the rate seen in the previous quarters. The OAA claim that outdoor advertising enjoyed a £897 million share of UK adspend in 2005.
