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Outdoor ad spending rose during Q1 2012
Marketing News |
12/06/2012
UK outdoor advertising revenues increased during the first quarter of the year, it has been reported.
Research conducted by the Outdoor Media Centre indicates that the market was worth £213 million during Q1 2012, up 3.1 per cent year-on-year.
This means the outdoor advertising sector has now experienced three consecutive quarters of economic growth.
Digital revenues were up 42 per cent to £35.5 million for the quarter, reflecting advertisers’ increasing adoption of new technology in their outdoor campaigns, more interactivity and connectedness with social media.
Accordingly, digital now makes up 16.7 per cent of all outdoor revenue.
Spending increased in a number of segments, including telecoms, drink, retail, travel, entertainment, clothing, cosmetics and personal care, and household equipment.
The ten biggest outdoor advertisers were BSkyB, Vodafone, GlaxoSmithKline, Everything Everywhere, Kentucky Fried Chicken, Warner Bros, McDonalds, Nestle, Virgin Media, and E1 Entertainment.
Some 46 per cent of spending was on ad displays on transport networks, including subways, railways and at airports, while the retail and leisure sector accounted for 31 per cent.
Mike Baker, chief executive officer of the Outdoor Media Centre, said Q1 saw the biggest growth spurt in a year for outdoor.
"This was a good quarter for transport and retail especially," he added.
"We've also seen increased investment across a wide range of important categories."
Last month, the Outdoor Media Centre reported that £5.1 million was spent in March and April by firms which had not previously marketed their brands using outdoor advertising.
Among the companies spending on outdoor media for the first time were Alpro, Royal Caribbean, Pfizer, Tourism Ireland, Just Eat, Holland and Barrett, Yorkshire and Clydesdale Bank, China Daily, Skype and Papa Johns.
Posted by Stephen Wilkinson
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