Out-of-home advertising grew by 6% in 2014, according to the latest Posterwatch report from PML Group.
This is the first time since 2007 that the out-of-home (OOH) medium has performed so strongly.
The ‘OOH specialist’ found that Finance was the top performing category for the year with an increase in display value of 34%.
In terms of individual advertisers, Mondeléz, Diageo and McDonalds were the top three in terms of display values. The Confectionery category was up by over 15%, with Mondeléz alone increasing its display value by 22%.
2014 also marked the first time since 2008 that Guinness owner Diageo hasn’t been the top OOH advertiser for a calendar year, with the overall Beer & Cider category ranking in eighth position for 2014, representing only 5.5% of the market.
Digital advertising formats performed well in 2014 too; digital formats such as dPods in shopping centres increased their display value from 5.1% in 2013 to 8.4% in 2014.
Colum Harmon, marketing director at PML Group commented on the report, “Out-of-home made a bit of a comeback in 2014. We are back in growth again, which is a great start. It’s an exciting time as technology is changing the medium in many ways. Our challenge now is to fully realise the opportunities this offers and to bring future potential into the present. There’s a lot to be positive about for out-of-home.”
The data used to compile the Posterwatch report are based on published Media Owner rate cards and refer to display values only.
© 2015 - Checkout Magazine by Jenny Whelan.
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