DOOH Ad Revenue Accounted For 26% of Total; UK Outdoor Revenues Grows 6.4%
UNITED KINGDOM — DOOH ad revenue jumped 30% in the UK, the largest quarterly revenue increase ever recorded for digital out-of-home (DOOH) advertising media, according to the Outdoor Media Centre (OMC), a UK trade body for outdoor media owners.
The strong growth in DOOH ad revenue was part of a larger report released by the OMC on outdoor ad spending in the UK for the period from April to June 2014. For the quarter, the headline number across all outdoor advertising is £258.8m ($435 million), which represents an increase of 6.4% year on year—and is the fourth biggest quarter ever recorded for outdoor. Digital revenues amounted to £68.3m ($115 million), up 30% year on year. DOOH advertising accounted for 26% of total outdoor spending.
“It’s been a good quarter, with transport and digital driving growth,” commented Mike Baker, CEO of the Outdoor Media Centre. “We have now seen growth in nine of the last eleven quarters. Digital growth is on the march again, reflecting the continued confident investment by media owners. And advertisers are increasingly viewing the active space of outdoor as an indispensable part of their marketing mix. Outdoor brings them the three virtues of a large quality audience, powerful visual branding, and a choice of relevant contexts. Retail growth has been particularly strong, with two supermarkets in the top ten spenders for the first time. ”
The OMC consists of 4 Council members that include Clear Channel, Exterion Media, JCDecaux, and Primesight, Seven Board members Admedia, blowUP, Eye Airports, Ocean, Outdoor Plus, Ubiquitous and VeriFone and 23 Associates. These companies represent approximately 95% of UK outdoor ad spending.
According to Nielsen, categories which spent significantly more in the quarter on outdoor compared with last year include Media, Government, Property, Retail, and Travel and Transport. The top 10 advertisers in the quarter were (in alphabetical order) Asda, British Sky Broadcasting, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros, and William Morrison.
John Davidson, chief commercial officer at Kinetic, a leading outdoor specialist in the UK, added “We have experienced a welcome uptick in Q2 with a notable variety and volume of advertiser briefs. There has been a definite sense of buoyancy on the back of increasingly positive economic data. It is important that we build on this momentum through client recognition of the value and unique potency that outdoor offers.”
This past June, JCDecaux Airport worked with Luis Vidal + Architects (LVA), the architects of Heathrow’s Terminal 2 (pictured here) to develop state-of-the–art DOOH media opportunities which are integrated into the building’s structure. The Terminal is complete with iconic poster sites, experiential zones and over 100 digital out-of-home screens. Terminal 2 delivers an array of creative opportunities for brands to engage with travelers.
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