Out-​Of-​Home Format to Attract More Advertisers

With consumer attention being increasingly difficult to capture these days, marketers are looking into new formats. For many, the out-​of-​home venue is attractive. The Outdoor Advertising Association of America (OAAA) reports that up to 12,000 new marketers began using out-​of-​home last quarter and more are expected to do so through the end of the year.

Stephen Freitas, OAAA chief marketing officer, says marketers are using moreout-​of-​home advertising despite the slow economic recovery. One reason for advertiser interest may be the new formats, especially digital, that are available. In addition, the industry rolled out TAB’s EYES ON audience measurement currency to help marketers measure the return on their investment.

During the second quarter of 2011, the out-​of-​home ad industry revenue increased 4.5% when compared to the same period a year earlier. The total value  was $1.9 billion for the quarter. Miscellaneous services and amusements was the top category for the quarter. Media and advertising came in second and restaurants, perhaps anticipating the busy summer season, rose to third place. The top ten industries for spending in out-​of-​home advertising so far this year include:

  • Misc. Services/​Amusements $591 million
  • Media & Advertising $327 million
  • Public Trans., Hotels & Resorts $267 million
  • Restaurants $263 million
  • Retail $260 million
  • Communications $243 million
  • Insurance/​real estate $173 million
  • Government/​politics $150 million
  • Schools/​camps/​seminars $133 million

In the last quarter of the calendar year, the retail industry typically rises to second place for out-​of-​home advertising. This category will likely move up the list again in the coming months as marketers prepare for the busy holiday season.

[Sources: 2011 Jan-​Jun Outdoor Advertising Expenditures. OAAA​.org. 8 Sept. 2011; Out-​of-​Home Ad Performance. Oaaa​.org. 25 Aug. 2011. Web. 8 Sept. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.