Outdoor advertising up 3.8 per cent in first quarter
Outdoor advertising performed well in the first quarter of 2013 recording 3.8% growth, up from $117.6 million in the quarter last year to $122.1 million this year.
According to the last numbers from the Outdoor Media Association, the industry also ended 2012 with overall growth of close to 2 per cent and for the first time cracked $500m in revenue.
“Growth in the first quarter is a reflection of the industry’s ability to weather the vagaries of the market. OOH continues to maintain its position as a channel that is in a space of its own, growing while other mainstream media channels are being challenged.” said Charmaine Moldrich, CEO of the Outdoor Media Association.
“The OOH industry continues to remain competitive in today’s changing media landscape, because we work together to thoroughly understand our audiences,” she said.
Last month also saw MOVE, the audience measurement system for the industry, launch its 2013 data with an increase of 9 per cent in total the daily contacts measured by the system, 385 million up from 355 million in 2012.
“Our members are embracing technology, which is giving advertisers more opportunities and local and global trends are demonstrating that more people are spending a greater amount of time outdoors, making us increasingly relevant in today’s fragmented media market,” said Moldrich.
Category figures March 2013, year-on-year*:
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$44.9 million |
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$42.1 million |
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$19.4 million |
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$15.6 million |
*Figures may not add to total due to rounding.
Nic Christensen
So 9% audience growth and 4% revenue growth. Doesn’t sound too flash to me.
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Slow and steady Gezza! it shows that outdoor advertising does work and is going from strength to strength. This in turn reflects great on small business’s and jobs, if a business runs a marketing campaign and their spend is growing based on these numbers then it can only be a good thing for the local economy!
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