Outdoor surges 6.5% in third quarter

By By David Blight | 2 October 2012

The out-of-home industry's advertising revenue jumped 6.5% in the third quarter, posting its eleventh consecutive period of growth.

The market increased from $113.1 million in 2011 to $120.3 million in the last quarter, according to the Outdoor Media Association (OMA).

Outdoor has seen 4% growth in the year-to-date, pulling in $355.8 million.

OMA chairman Richard Herring said: “Yet another impressive result this quarter in OOH which adds momentum to the industry’s growth trajectory.

“Our ability to keep growing in a volatile media landscape is testament to our strength and relevance in today’s society.

“With the advertising dollar under pressure to be more efficient, our clients know that OOH is the smart investment; OOH delivers the audiences and the results they need.

“These results don’t happen by chance. We remain at the competitive forefront by thoroughly understanding our audiences and adapting to change. We continue to investing leading edge research and technology that meets the expectations of savvy advertisers. And the outcomes are obvious.”

Roadside billboards brought in $44.5 million in the last quarter, while other roadside assets pulled in $42.9 million. Transport pulled in $18.9 million and retail scooped $14 million.

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