Out-of-home advertising revenue grew faster than the economy, as well as many other media, in the second quarter, rising 4.5% to just over $1.9 billion, according to the latest figures from the Outdoor Advertising Association of America.
The increase is due, in part, to the expansion of digital out-of-home advertising, but OAAA executives also credited the positive impact of new OOH advertising audience measurement, in the form of the Traffic Audit Bureaus “Eyes On” ratings.
These improvements are helping attract new advertisers to the medium, said OAAA president,CEO Nancy Fletcher, with 12,000 new advertisers in the second quarter compared to the first. In terms of categories, a separate earnings announcement from Clear Channel Outdoor, the nations largest outdoor advertising company, indicated strong growth in banking and financial services, telecommunications, health care and business services.
via MediaPost Publications Out-of-Home Revenues Jump 4.5% 08/26/2011.
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