Out of home advertising revenue rose 3.8% in the second quarter of the year compared to 2014, accounting for $2.25 billion.
Total ad spend in the U.S. was down nearly 7% for the quarter and out of home and local radio are the only traditional media to see significant growth.
That’s according to Kantar Media and figures from the Outdoor Advertising Association of America.
“All major OOH categories continue to grow, and nine of the top 10 product categories are showing increases for the year,” said OAAA President/CEO Nancy Fletcher. “This is particularly significant given the comparison to other traditional media and second quarter GDP growth of 2.3 percent.”
The nine revenue growth categories included miscellaneous services and amusements; retail; media & advertising; public transportation; financial; insurance & real estate; government, politics & organizations; communications; and automotive dealers and services.
OAAA Chief Marketing Officer Stephen Freitas says: “The most significant trend in advertising today is the shift to digital. However, this hasn’t impacted OOH the way it has other traditional media, because OOH complements, amplifies, and reinforces digital marketing, especially mobile, which is the fastest growing of all digital platforms.”