Outdoor ad industry up 3.4% in 2011
The outdoor ad industry grew moderately in 2011 – up 3.4%, with net revenue of $494m compared to $477m in 2010.
The industry grew for the eighth consecutive quarter in the last three months of 2011.
Last year was a tough period for the industry with a parliamentary inquiry after complaints over a number of public ads which could be “offensive” to children or women.
The Outdoor Media Association also announced a new self-regulation review policy to try and prevent ads of an overtly sexual nature from ever going public.
Richard Herring, CEO of APN Outdoor and chairman of the OMA, said the 2011 inquiry had no impact on revenue.
“The outcome of the inquiry was very clear. The proportion of ads deemed unsuitable was outrageously small. But it was a reminder to advertisers to remain vigilant and understand the public sentiment.”
“The health of the industry is very robust when we compare ourselves to other media and their annual growth figures. Most media had it very tough last year and I am very optimistic.
Charmaine Moldrich, CEO of the OMA, said outdoor advertising was a powerful medium to use even during harder economic times.
The radio industry also reported modest ad growth of 1.1 % in 2011, Mumbrella reported last week.
I wouldn’t be surprised if billboards are becoming better value. I feel like I don’t consume tv like I used to. When an ad comes on I usually start looking at my laptop / ipad and tune out, digital doesn’t have any effect but can’t help but sit at the lights and stare at longer lasting sex ad without escape.
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Only one thing better than outdoor with a good idea …. outdoor with a great idea
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