Digital Printing

Out of Home Advertising Grows to $6.7 Billion in 2012

Represents an increase of 4.2% from 2011

Published

11 years ago

March 19, 2013

Wade Swormstedt Signs of the Times March 2013 Issue

Out of home (OOH) advertising revenue rose 4.2% in 2012 versus 2011, to reach $6.7 billion, according to the Outdoor Adv. Assn. of America (OAAA). OOH revenue figures rose 3.4% in the fourth quarter, compared to 2011. The industry has now shown positive revenue growth for 11 consecutive quarters.
The top growth industry category, Government, Political & Organizations, fueled 30% of the growth in the election year. The Retail category also achieved double-digit growth, followed by Miscellaneous Services & Amusements (7.1%); and Schools, Camps & Seminars (5.8%).

Four of the top 10 advertisers that increased their OOH spend last year were communications brands: Verizon, Samsung, AT&T, and MetroPCS. Samsung’s increasing dominance in the mobile-phone market is reflected by the 400% increase in its OOH spend in 2012, OAAA reports. Seven of the top 25 advertisers that increased their OOH spend were in the Media & Advertising category, including Warner Brothers Pictures, Universal Pictures, Sony Pictures, NBC, Paramount Pictures, Comcast and Fox.

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