OAAA says industry grew 7.7% in the second quarter of 2019

The Out of Home Advertising Association of America (OAAA) said in its latest report that the out-of-home (OOH) industry is experiencing growth not seen in more than a decade.

“The strong quarterly growth occurred across all four major OOH channels: billboards, street furniture, transit and place-based,” Nancy Fletcher, OAAA president, and CEO.

  • OOH revenue grew 7.7% to nearly $2.7 billion for the second quarter of 2019 compared to the same period in 2018. Marking the sector’s highest quarterly growth since 2007.
  • . Revenue was up 7% for the first half of the year.
  • Digital OOH posted the highest increases across all formats, representing 31% of total OOH revenue in the second quarter.
  • 70% of the top 100 advertisers in the space increased their spend in the second quarter compared to the same timeframe last year, while 25% more than doubled their OOH investment.
  • 2nd quarter brand spend was lead by McDonald’s, Geico, Apple, State Farm, Chevrolet, Amazon, Facebook, Anheuser-Busch, AT&T and HBO.
  • OOH has experienced 35 consecutive quarters of growth, reaching $8 billion in 2018
  • Currently, less than 5% of DOOH is bought programmatically

“OOH’s ability to deliver mass reach and maintain audience is a significant competitive strength. Nielsen found 66% of U.S. travelers report taking an action on their smartphone after exposure to an OOH ad. By generating engagement in the real world, OOH’s value to brands is stronger than ever,” Stephen Freitas, OAAA’s chief marketing officer, wrote in a statement.

Other data backs up the OAAA’s findings; a report by Magna Intelligence found that OOH is the only “traditional” medium experiencing growth.

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