ADstruc's Blog

Outdoor Advertising Market Analysis

OOH Update: Strong 1H Growth and Local Support 
Last week we gave you a quick primer on OOH vocab, but today it’s all about the numbers.

The Outdoor market is big
 
One
According to the OAAA, American OOH firms raked in over $6 billion last year. Of that, 65% came from billboards alone.
 

And it’s growing

Two
Kantar Media recently reported that OOH spending was up 11.8% during the first half of 2011 vs. 2010. Compare that to Television (1.8%), Magazines (2.9%), and Newspapers (-0.3%). Only Online (10.4%) posted a similar gain.

During Q2, more than 12,000 advertisers invested in OOH for the first time.

OOH is not only rebounding from recession budget cuts, it is actually outpacing its peers.


Why? Because OOH works for big brands and local businesses
Three
Telecom, restaurants, financial services, insurance, and Hollywood all depend on OOH, but the top 100 advertisers only account for 20% of OOH ad spend.

Local advertisers use outdoor media to target their audience and optimize their media budgets.