OOH Advertising revenues in US grew by 4.2% in 2013

According to the figures released by OAAA(Outdoor Advertising Association of America) OOH advertising revenue rose 4.2 percent in 2013 compared to the previous year, accounting for $6.9 billion. As per OAAA’s analysis of MAGNA GLOBAL and Kantar data, OOH is the fastest growing local advertising medium.
 
OOH revenue figures were up 3.5 percent in the fourth quarter, compared to 2012. The revenue increase marks the industry’s 15th consecutive quarter of growth. “Because of its unique ability to connect, engage, and inspire consumers in an increasingly mobile and interactive marketplace, OOH remains on a steady growth trajectory, said OAAA President & CEO Nancy Fletcher.
 
Ranked in order of OOH spending, the top 10 brands in 2013 were McDonald’s Restaurant, Apple, Verizon, AT&T, Warner Bros Pictures, Chase, Samsung, MetroPCS, Microsoft, and Citi. Thus the top 10 revenue categories, with the greatest growth increase included Restaurants +11 percent; Insurance & Real Estate +9 percent; Schools, Camps, and Seminars +8 percent; Miscellaneous Services and Amusements +6 percent; and Retail +5 percent.
 
Stephen Freitas, OAAA Chief Marketing Officer said, “The continuous expansion of digital platforms across OOH formats further enhances the ways in which OOH efficiently delivers the advertisers’ message to the consumer in today’s increasingly fragmented media environment.
 
As per the ranking in the order of increased OOH spend, 10 of the top advertisers to up OOH in their media plans were Aio Wireless, Netflix, Ford, 7 Eleven, H&R Block, Discover, Mazda, California State Lottery, MillerCoors, and Ford Dealer Association.
 
The revenue estimates of OAAA include digital and static billboard, street furniture, transit, alternative, and cinema advertising apart from Miller Kaplan and Kantar Media pro forma issued on OOH industry.