According to figures from the Outdoor Media Centre (OMC) published this week, UK outdoor advertising revenue increased by 1.4% in the final quarter of 2011, compared to the same period last year, and has seen growth in seven of the last eight quarters.
During the last three months of 2011 a total of £256.4m was spent on outdoor advertising. Yearly revenues added up to £886.3m, up 1% on 2010, the OMC announced.
Last year’s growth was fuelled mostly by the digital outdoor sector, which hit quarterly record levels in the final three months of 2011. More precisely, the sector contributed £39.3m, a 28% growth, which sets a new all-time best. Numerous digital sites were launched in the fourth quarter as a result of increased interest in digital from brands, which in turn pushed ad revenues upwards. The trend can partly be attributed to a conversion to digital sites at airports, roadside, rail and retail locations.
In 2011 digital accounted for just over 14% of the total outdoor revenue, compared to a more modest 11.4% for the previous year. According to the OMC, 20 of its members provide digital screens in their portfolios. Digital saw the biggest growth in retail and leisure environments, where it increased 13%, and in transport, where the quarterly rise was 2%.
Mike Baker, chief executive of the OMC, comments that the growth in the sector is a significant achievement, considering the tough economic conditions.