Figures released by the Outdoor Media Centre reveal that, despite last year's pre-Olympic marketing activity, 2013 has seen an 0.1% year on year growth in outdoor revenue, rising from £213.0million in Q1 of 2012 to £213.2million for Q1 of this year.
The rise may be minimal, however, it has fought off tough competition from the Olympic Games and has managed to maintain an increase in figures for the seventh consecutive quarter. The enduring success of the outdoor advertising industry is largely attributed to brands' continuing exploration of digital avenues, with the digital out of home sector experiencing an impressive 21% year on year raise to £43.1million. Where digital took the credit for 16.7% of Q1 revenue for 2012, its 2013 equivalent accounts for 20.2%.
![Transport Media - London - 2012 - Vibram]( "Out of Home International")
Outdoor Media Centre chief executive, Mike Baker, expressed his joy over a "long run of success all the way back to mid 2011", reminding the public that the outdoor industry has achieved a great success by managing to exceed an Olympic year. Baker commented that: “We are realistic that it will be well-nigh impossible to match Q3 especially and we know that will also impact on the full year number. But the digital growth continues apace, with 21% growth to £43m in the quarter – a fifth of the total spend in outdoor. That’s where the most impressive growth story lies."
![Bulmers - Digital Outdoor - Roadside]( "Out of Home International")
Since 1998 the out of home advertising arena has expanded its revenue by 73%, described by the Office of Fair Trading as the "fastest growing traditional advertising medium over the past decade". Media owners such as CBS Outdoor, JCDecaux and Clear Channel continue to expand and evolve their digital portfolios, complemented by smaller, dedicated companies such as Lord Sugar's Amscreen.
The rise may be minimal, however, it has fought off tough competition from the Olympic Games and has managed to maintain an increase in figures for the seventh consecutive quarter. The enduring success of the outdoor advertising industry is largely attributed to brands' continuing exploration of digital avenues, with the digital out of home sector experiencing an impressive 21% year on year raise to £43.1million. Where digital took the credit for 16.7% of Q1 revenue for 2012, its 2013 equivalent accounts for 20.2%.
Outdoor Media Centre chief executive, Mike Baker, expressed his joy over a "long run of success all the way back to mid 2011", reminding the public that the outdoor industry has achieved a great success by managing to exceed an Olympic year. Baker commented that: “We are realistic that it will be well-nigh impossible to match Q3 especially and we know that will also impact on the full year number. But the digital growth continues apace, with 21% growth to £43m in the quarter – a fifth of the total spend in outdoor. That’s where the most impressive growth story lies."
Since 1998 the out of home advertising arena has expanded its revenue by 73%, described by the Office of Fair Trading as the "fastest growing traditional advertising medium over the past decade". Media owners such as CBS Outdoor, JCDecaux and Clear Channel continue to expand and evolve their digital portfolios, complemented by smaller, dedicated companies such as Lord Sugar's Amscreen.