Billboard and other Out of Home Advertising (OOH) have seen revenues rise 4.1 percent in the second quarter of 2016, compared to the same time last year. For the year to date, OOH is up 3.8 percent and is outpacing total local media, which is trending downward, according to Outdoor Advertising Association of America’s analysis of Kantar Media data. OOH has also achieved 25 consecutive quarters of growth since the recession.
Digital advertising is responsible for the most significant growth in OOH, but printed formats continue to hold their own. OOH advertising has the ability to connect with all audiences, which seems to be the reason for the continued growth, and it generates some of the highest levels of reach among consumers. In industry projections, ad spend is expected to continue to increase with OOH formats and outperform all traditional forms of advertising.
The top ten revenue categories are miscellaneous local services and amusements, public transportation, hotels and resorts, restaurants, government (politics and organizations), financial, and automotive dealers and services.
The top ten advertisers in the second quarter of 2016 were McDonalds, Apple, Anheuser-Busch, Geico, Sprint, Coca-Cola, Universal Pictures, Verizon, Citi and Walt Disney Pictures.