Outdoor advertising grows

According to the Outdoor Advertising Association of America (OAAA), out-of-home advertising revenues rose 4.2 percent in the third quarter of 2011 compared to the same period a year ago. Total revenue increased from $1.44 billion in the third quarter of 2010 to $1.5 billion in the third quarter of 2011. In the first nine months of last year, total growth was up 4.3 percent to $4.8 billion. This marks the seventh consecutive quarter of revenue growth for the out-of-home medium.

Revenue estimates include billboard, street furniture, transit and alternative media, as well as digital platforms for advertising spending.

 Several categories, including local services, media, schools and restaurants, consistently performed well all year.

Growth has been due in large part to innovation that includes integration of digital technology and the adoption of the Traffic Audit Bureau’s Eyes On ratings.