Study finds U.S. out-of-home advertising revenue in Q2 up 4.5% year-over-year to over US$1.9B, as more than 12,000 new advertisers used ad medium compared with Q1

Kendall Sinclair

Kendall Sinclair

Aug 26, 2011 – Outdoor Advertising Association of America

WASHINGTON , August 26, 2011 (press release) – Out of home advertising revenue rose 4.5 percent in the second quarter of 2011 compared to the same period in 2010, accounting for more than $1.9 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). The continued increase in revenue signals steady industry growth since the second quarter of 2010.

“Out of home continues to improve and remains one of the stronger performing media segments,” said OAAA President & CEO Nancy Fletcher. “As people become more connected while on the go, media buyers are realizing the value of the out of home medium and its role as a vital strategic element in successful media plans.”

The industry has recently seen a surge in advertisers using the medium. More than 12,000 new advertisers used the out of home medium in the second quarter of this year compared to the first quarter. Similarly, over 9,100 advertisers used out of home in the first half of this year that didn’t use the medium in the first half of last year.

“The economy is recovering more slowly than most analysts had anticipated,” said Stephen Freitas, OAAA chief marketing officer. “However, out of home has been able to sustain growth due in large part to the continued integration of digital technology and the further rollout of TAB’s EYES ON ratings.”

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include billboard, street furniture, transit, and alternative media, as well as digital platforms for advertising spend.

For more information about specific category spend, please contact Nicole Hayes at nhayes@oaaa.org.


OAAA is the trade association for the more than 800 outdoor advertising companies that make up more than 90 percent of the industry’s revenue. For 120 years, the association has been dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year. For more information, please visit www.oaaa.org.

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