The out of home (OOH) advertising industry has reported its strongest ever Q4 performance in 2014, according to figures form trade body Outdoor Media Centre, boosting yearly revenue in the industry to £1bn.
The sector grew by 6.1 per cent in Q4 2014 reaching almost £300m for the first time, with Asda, BSkyB, KFC and Sony Mobile among the top ten spenders.
Google also heavily invested in outdoor advertising last year across its portfolio, and ran campaigns to push Google Outside, YouTube and Android.
Mark Craze, recently appointed as the chairman of the OMC, commented: ‘These
are great results for the sector. The market is benefiting from the investment in
digital, but also the rampant inflation levels in TV. The growth in retail is clearly a
result of press advertising losing share which is moving onto digital screens”.
The growing representation of digital inventory in media owners' portfolios continues to pay dividends, according to OMC, with digital out-of-home now accounting for more than 28 per cent of the total revenue within the medium.
TalkTalk, TSB Bank, Twentieth Century Fox Film Company, Vodafone and Warner Bros completed the top ten OOH advertisers in 2014.