Global Out-of-Home Ad Revenues Post Strongest Growth Since ’07

January 24, 2017

This article is included in these additional categories:

Advertising Trends | Asia-Pacific | Global & Regional | Out-of-Home | Spending & Spenders

US out-of-home advertising revenues have been on the rise in recent years, and those increases are being seen on a global level too. New data from PQ Media indicates that out-of-home (OOH) ad revenues increased by 6.2% last year, the fastest rate since 2007. By comparison, global OOH ad revenues grew by 5.4% in 2015, while projected revenue growth for this year is expected to match the 2016 level.

The report suggests that real-time information via digital signage during last year’s Olympics had a key role to play in the ad spending increase, with this in turn increasing consumers’ engagement with OOH media.

Indeed, consumer exposure to OOH increased by 1.5% for the second consecutive year, reaching almost 66 minutes per week last year.

Of the $49.23 billion in OOH advertising spend last year, the largest portion (almost $35 billion) went to traditional OOH, which includes static billboards, street furniture and transit posters. That represented a gain of 4.1% from 2015.

Digital out-of-home, meanwhile, increased by an estimated 12.6% to almost $12 billion. That was its fastest growth rate since 2011. Powered by that growth, digital now represents almost one-quarter (24.1%) share of all OOH revenues, up from about one-sixth (16.8%) in 2010.

In other highlights from the report:

  • Digital place-based networks (DPNs) was the larger of the two digital categories, with more than $8 billion in revenues last year (+12.2%);
  • Digital billboards & signage, the smaller of the two, rose by a faster 13.7% to more than $3.7 billion;
  • Ambient OOH – the smallest category – grew by 7.8% to $2.8 billion;
  • The 5 largest OOH media companies are JCDecaux, Clear Channel Outdoor, Outfront Media, Lamar and Focus Media, and each exceeded $1 billion in revenues last year;
  • The US is the largest OOH market, with revenues almost reaching $9 billion in 2015;
  • Australia was the fastest-growing market in overall (+15%) OOH growth, and also in DOOH ad revenue growth; and
  • Transit was the “hottest location category” owing to airport upgrades, digital signage deployments on rail systems, and growing taxi networks.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This