The growth in Out of Home (OOH) Advertising continues according to Kinetic Ireland, the OOH media agency, with the market showing an 8% increase for the first half 2016 compared to the same period last year.
Overall expenditure for Out of Home was approximately €54 million across large format billboards, 6 sheets, digital OOH formats, transport and targeted media.
Drink, encompassing alcoholic beverages, soft drinks and also hot drinks, continues to hold number one spot as the largest category in OOH, accounting for 18% with a total spend of €9.5m.
Diageo was the top advertiser in H1 2016 with spend of €2.9m. Heineken and Irish Distillers Pernod Ricard also featured in the top advertisers spending €1.8m and €1.4m respectively. Coca-Cola saw spend in increase across H1 2016 and also was the top unprompted recalled campaign, according to Kinetic’s post campaign service, Researcher.
The overall scoring campaign in terms of recall, liking, understanding and call to action was Heineken.
In second place stands Retail accounting for 17% of overall activity with a total spend of €9.2m, and also saw the highest category increase compared to the same period last year. This was due to heavy spends from fast food outlets and also supermarkets; Lidl Ireland GMBH (€888k), Tesco Ireland (€853k) and Aldi Stores Ltd. (€510k).
Household Services was the third biggest spender accounting for 11% of the overall OOH market. Broadband providers continue to battle it out with BskyB coming out on top with €2m, while Virgin Media invested a total of €695,000.
CEO of Kinetic, Simon Durham said, "The Out of Home industry is in good health. The media owners over the past number of years have invested heavily in their formats and are now reaping the awards as the economy improves."