There was a 7% increase year-on-year in the Out Of Home Advertising Market for 2015 according to Kinetic, the Out of Home media specialist.
There research shows that large format including 48 Sheets, 96 Sheets, Commuter Squares, Metropoles & Golden Squares accounted for 31% of spend. Small format accounted for 45% of spend while transport formats such as bus formats, interior rail and Luas formats took 17% of overall spend
Digital Out of Home Advertising (DOOH), currently recorded under small format, continued to be a popular format for advertisers taking an estimated 12% of the total OOH spend in 2015. This is expected to grow to 16% in 2016.
Household Services was the top spending category on Out of Home in 2015 accounting for 17% of total market spend. Broadband and TV providers continued to battle it out with both Sky and Virgin Media (formerly UPC) investing heavily in OOH across 2015. bSkyb narrowly beat Virgin Media to the post as the biggest advertiser within this category with a spend of €3.2m, up 9% on 2014 versus Virgin Media’s €2.9m.
The Drinks industry, which encompasses soft and alcoholic drinks was the second biggest category, accounting for 17% of the market. In its 100th year, Coca-Cola had a significant spend of €2.1m.
Retail experienced the highest increase in spend, which was driven by chain restaurants and fashion sub-categories. Spend increased by 34% on 2014. Fast food giant McDonalds was the top spending advertiser in this category with a spend of €4.4m, while H&M Hennes was the top advertiser within the fashion and retail category with spend of over €440k.
Entertainment and media had a total spend of €10.6m, with film releases accounting for 60%, an increase of 3% compared to 2014. Film advertisers such as Warner Bros. Pictures, Universal Pictures, and Paramount Pictures continued to invest heavily in the medium.
Director of Kinetic, Simon Durham says, "For the third consecutive year, there has been a year-on-year increase for the OOH sector. Out of Home continues to evolve and become more appealing to advertisers due to the range of formats, creative opportunities and innovations that are available.
"Advertisers are embracing new technologies and ways of using Digital Out of Home, however traditional formats are still performing strongly and experiencing growth."
Source: www.businessworld.ie
