Outdoor advertising returns to growth

Outdoor advertising returned to growth in the third quarter, as digital developments encourage brands to increase investment in the channel.

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Revenue increased 1.1% year on year to £214.4m in the three months to the end of September, driven by telecoms and entertainment advertisers according to the Outdoor Media Centre’s latest figures.

Digital revenues from video and digital screens increased 29% to £30.6m and now accounts for 14.3% of all outdoor revenue.

The number of advertisers now spending more than £1m on outdoor advertising each year has increased to 140, the OMC claims.

Mike Baker CEO of the Outdoor Media Centre says: “It’s good to be back in positive territory again. We are seeing numerous advertisers returning after a period of hiatus, and also more advertisers spending more in outdoor.”

Earlier this week, Clear Channel Outdoor posted an 11% increase in international revenue to $401m (£252m) in the third quarter. It recently launched its LD6 London advertising platform which integrates NFC and mobile into outdoor campaigns.

The ten biggest outdoor advertisers during the quarter:

BSkyB, McDonald’s, Kellogg’s, Coca Cola, Everything Everywhere, Entertainment Films, KFC, O2, Twentieth Century Fox, and Vodafone.

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