According to the Outdoor Media Centre the second quarter of 2014 saw the outdoor advertising spend increase 6.4% to £258.8 million.
Digital revenue in the sector was at £68.3 million, up 30% year-on-year to account for 26% of total revenue in the outdoor sector. The greatest quarterly digital revenue recorded for the sector.
![Out of Home International - Outdoor advertising]( "Out of Home International - Outdoor advertising")
Nielsen stated that 96 of the top 100 UK advertisers are finding room for outdoor in their brand campaigns. This further highlights the performance at this year’s Cannes Outdoor Lions where the UK’s poster industry won an impressive 18 awards.
And while research states that the number of billboards across the UK has depleted from some 35,000 roadside spaces to 20,000, this cut in outdoor ad space has driven the old maxim of quality over quantity.
According to Nielsen, categories which spent much more in the quarter on outdoor than last year include media, government, property, retail and travel and transport.
The top 10 advertisers were: Asda, Sky, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.
Mike Baker, CEO of Outdoor Media Centre said:
"Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant.
"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."
Find out more information about out of home and outdoor advertising.
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Get in touch with one of our team members.
Digital revenue in the sector was at £68.3 million, up 30% year-on-year to account for 26% of total revenue in the outdoor sector. The greatest quarterly digital revenue recorded for the sector.
And while research states that the number of billboards across the UK has depleted from some 35,000 roadside spaces to 20,000, this cut in outdoor ad space has driven the old maxim of quality over quantity.
According to Nielsen, categories which spent much more in the quarter on outdoor than last year include media, government, property, retail and travel and transport.
The top 10 advertisers were: Asda, Sky, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.
Mike Baker, CEO of Outdoor Media Centre said:
"Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant.
"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."
Find out more information about out of home and outdoor advertising.
Got a campaign?
Get in touch with one of our team members.