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Back News Politicians, retailers pump big bucks into U.S. outdoor

Politicians, retailers pump big bucks into U.S. outdoor

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Election-related political advertising helped propel U.S. out-of-home revenue to $6.7bn during 2012, a 4.2 percent increase on the previous year, according to the Outdoor Advertising Association of America (OAAA).

The new opportunities presented by digital out-of-home are also widely believed to have contributed to the steady rise of outdoor revenue, which has now been growing for 11 consecutive quarters.

As well as political organisations, retailers – whose spend grew by a double-digit percentage –along with media and entertainment firms and mobile phone operators were among the most enthusiastic users of the medium.

“Brands have seen OOH embrace innovation in all parts of its business over the last few years, and advertisers are making use of OOH’s dynamic mix of displays to surround, immerse, and engage consumers,” said OAAA president and CEO Nancy Fletcher.


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