Outdoor ad revenues up 7.7% in first quarter of 2007

LONDON - Outdoor advertising revenue increased by 7.7% year on year in the first quarter of 2007 - the 19th consecutive quarter-on-quarter increase, while statistics released by the Outdoor Advertising Association, using figures collated from media owners, shows revenues rose by £16.9m to £237.4m.

Entertainment and media was the top spending advertiser category, while the food sector dramatically increased its spend, rising to second place with a 245% increase. Within that sector, Müller Dairy UK was the biggest spender with £7.6m, while the top spending client overall was COI Communications, spending £8.2m. Elsewhere, digital outdoor screen revenue increased by 16%.

While outdoor revenue increased between Q1 2005 and Q1 2006, the change was only 3.6% - nearly 4% less than this week's results.
Alan James, chief executive of the OAA, believes outdoor's success is down to the "ever-increasing number of quality opportunities" that are available, while existing sites are being upgraded and "fresh innovative ideas" are coming to market.
He said: "What is especially encouraging is the 16% growth in outdoor digital screen revenue. Advertisers are now realising there are effective outdoor opportunities for reaching customers from the moment they leave the home through to point of purchase.
Outdoor also saw an increase in film advertising spend this quarter, with Momentum Pictures increasing its spend by 1,929% year on year to £3.9m and Warner Bros Distributors UK spending 277% more than Q1 last year, at £3.2m.