Out-of-home advertising revenue rose 4.1 percent in the second quarter of 2016 compared to the previous year, accounting for $2.35 billion, based on figures released in a press release by the Outdoor Advertising Association of America.
Year-to-date 2016 the OOH industry is up 3.8 percent, and is outperforming the local media sector, which was down the first half of 2016, according to an OAAA analysis of Kantar Media data.
"OOH's appeal with the advertising community is demonstrated by the industry's strong first half," said OAAA President and CEO Nancy Fletcher. "OOH is also outperforming the U.S. economy, more than tripling GDP in the second quarter."
Among the top 10 revenue categories, those outperforming GDP in the second quarter were Miscellaneous Local Services and Amusements; Public Transportation, Hotels and Resorts; Restaurants; Government, Politics and Organizations; Financial; and Automotive Dealers and Services, the release said.
Ranked in order of OOH spending, the top 10 advertisers in the second quarter were McDonald's, Apple, Anheuser-Busch, Geico, Sprint, Coca-Cola, Universal Pictures, Verizon, Citi and Walt Disney Pictures.
Among the top 50 OOH advertisers that more than doubled OOH spend from Q2 2015 are (in order of growth): Deloitte & Touche Consulting, Amazon, Budweiser, Google, Chevrolet Dealers Association, Chevrolet, Anheuser-Busch and the New York City Department of Health & Mental Hygiene.
"While digital is driving the most significant growth in OOH, printed formats are achieving impressive increases for the year. This reflects the value of OOH in connecting with audiences of all types, because it generates some of the highest levels of reach among consumers," said Stephen Freitas, chief marketing officer of the OAAA.