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Outdoor ad industry grows 4% in Q1 2012

The outdoor ad industry grew by 4% in the first quarter of 2012 – the medium’s ninth quarter of growth in a row.

Revenue from sales grew from $112.9m to $117.3m between January and this month, an increase of 4%. This is a slight increase on the 3.5% growth for the full year 2010.

Outdoor Media Association CEO Charmaine Moldrich said she was “pleased” with the “steady growth” the medium was seeing, and credited one-year old measurement system MOVE as partly responsible for the growth.

Moldrich said in a press release: “We are very  pleased with the steady growth the industry is experiencing, which has seen us post increases in revenue since the first quarter of 2011.”

“We are in the enviable position of being on 24/7, delivering messages to mass audiences. This is making OOH increasingly relevant in today’s market where media channels are becoming more fragmented.”

“We are cost effective and can prove our outstanding results to clients through MOVE (Measurement of Outdoor Visibility and Exposure). We also understand that people’s media consumption habits are changing and we are embracing new technologies that help drive great outcomes for advertisers.”

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