Strong growth shows the industry is in a healthy state across the globe
The American out of home (OOH) advertising industry has once again recorded strong growth figures, as the impact of digital continues to propel the industry forwards at an encouraging rate across the world.
The Outdoor Advertising Association of America (OAAA) has found that advertising revenue in the third quarter of 2015 is up by 4.3% on the previous year, now accounting for $1.71 billion.
McDonald's, Apple and Coca Cola are just three of the brands to invest heavily in OOH in the States
This revenue increase marks the industry's 22nd consecutive quarter of growth, showing that traditional media continues to play a key role in marketing and advertising in the United States.
OAAA President and CEO, Nancy Fletcher, said:
"OOH continues to demonstrate strong growth with seven of the top 10 product categories posting increases through the first nine months of this year.
"OOH's third quarter growth almost tripled the GDP increase of 1.5%"
The categories specified by Fletcher include Miscellaneous Services and Amusements, Retail, Media & Advertising, Financial, Government, Politics & Organisations, Communications and Automative Dealers and Services.
The out of home industry in America continues to attract some of the world's biggest brands. The likes of McDonald's, Apple, Warner Bros, Coca Cola, Universal Pictures and Fox were all amongst the top ten advertisers who spent the most money on their OOH campaigns in the third quarter.
"OOH has a unique ability to amplify mobile and online marketing efforts, which is critical in today's digital world.
"The reach capacity of OOH is stronger than ever because it's not a content-based medium and susceptible to the audience fragmentation facing other traditional media."