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

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

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

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.

ADstruc

ADstruc is the leading buying platform for the outdoor advertising industry, including both traditional and digital Out-of-Home media.

With an emphasis on data-driven planning, we help agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results.

Our cloud-based solution also allows outdoor advertising vendors to easily manage their inventory online and interact with new and existing clients in real-time.

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