The out-of-home industry eked out an ad revenue growth of 1.8% in 2012 to $503.3 million despite a disappointing fourth quarter in the lead up to the end of the year.
The 1.8% annual growth figure was buoyed by 4% and 2% growth in the first and second quarter respectively. Quarter three clocked in a healthy 6.5% growth.
However, quarter four saw a decline of 4.2%, the first drop of 11 consecutive quarters of growth in the industry.
Outdoor Media Association chief executive Charmaine Moldrich said: “These positive annual revenue results again prove the staying power of our industry. We are incredibly proud of the resilience our industry has shown through a tight economic climate.
“Despite a comparatively small drop in revenue in quarter four, we mustn't forget that this follows 11 consecutive quarters of strong growth for the OOH industry – a solid performance unmatched by any other traditional media.”
The largest category for 2012 within out-of-home was roadside billboards which generated $181 million in revenue. Roadside other – which includes street furniture and bus/tram external – was close behind with $180.3 million in revenues. Transport accounted for $78 million while retail generated $64 million.
2012 also saw an increase of 13% in daily contacts according to the Measurement of Outdoor Visibility and Exposuren (MOVE) tool.
Moldrich added: “MOVE has been instrumental in proving that OOH reaches consumers frequently in a very cost effective way. We continue to update and improve MOVE with the next major data update due for release in early March this year.”
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