Expenditure on Out Of Home advertising (OOH) grew 4% in the first half of 2015 when compared to the same period last year, according to the latest figures released by OMA/Nielsen.
The results, which for the first time include ‘targeted media’ spend, reveal that €50.4 million was spent across large format billboards, six sheets, transport and digital media OOH formats.
Drink brands, encompassing alcoholic beverages, soft drinks and hot drinks, is the largest category in OOH, accounting for €8.6 million and 17% of total spend.
Diageo is the top advertiser, spending €2.8 million while Coca-Cola and Heineken are the 7th and 11th biggest advertisers, spending €1.2 million and €97,000 respectively.
Coca-Cola’s ‘Kiss Campaign’ was the most recalled campaign unprompted from January to June at 73%.
The second biggest category in OOH for the period was Household Services, spending €8.4 million. Broadband providers invested heavily in outdoor advertising, making Sky the third biggest spender with €1.8 million, just ahead of UPC’s spend of €1.7 million.
Food was the third biggest spending category, accounting for €6.4 million of the total OOH activity for the first half of the year. Mondelez and Unilever were the top advertisers within the category. Meanwhile, retail accounted for €6 million of the total spend, driven by activity in the Fast Food and Supermarket subcategories.
H1 2015 also saw continued improvement in the quality of OOH. The first 48 Sheet Lightboxes were introduced to the market at Donnybrook and the Naas Road, and a number of wave machines have either been removed or replaced with HD or static boards. This has led the way large format billboards seeing a 5% increase in spend versus H1 2014, now accounting for 31% of all OOH spend at €15.7 million.
The launch of new digital OOH formats and new networks has also attracted new advertisers, meaning Digital now accounts for approximately 10% of OOH spend.
Simon Durham, Director of Kinetic, commented: “. The media owners have invested heavily, particularly in digital OOH and as a result we are seeing increased expenditure. [...] Six sheets remain very popular, specifically on the Path to Purchase.”
Speaking about the future of OOH, Durham continued, “Kinetic estimates overall growth of approximately 5-7% for the full year, helped by the additional lightbox locations anticipated in Q4 2015. [...] We expect further Digital OOH growth helped by the launch of new AerPods at Dublin Airport, JCDecaux expanding their iVision digital formats to Jervis and Whitewater and Exterion bringing dPods to Tallaght Shopping Centre."
© 2015 - Checkout Magazine by Jenny Whelan.
