The Outdoor Advertising Assn. of America (OAAA), Washington, D.C., is reporting $6.1 billion in 2010 out-of-home ad spending, which represents a 4.1% uptick in out-of-home advertising spending. This was the first full year of growth in the market since 2007, and more than doubled Zenith OptiMedia’s forecast of 2% growth. Of the top 10 ad-spending markets, seven experienced increases. Ads for financial products and service generated the most growth, with expansion at a 22.6% clip, and media and advertising augmented 18.8% from 2009 to 2010.
The data is based on Miller Kaplan and Kantar Media’s data, which includes member affidavits and media projections from syndicated sources. The market includes traditional and digital billboards, street furniture, transit graphics, cinema advertising and “alternative” out-of-home media.