The Irish out of home advertising market grew by around 6% in the first half of 2013 according to the latest Posterwatch report published by outdoor specialists PML.
According to Colum Harmon, marketing manager at PML Group, “the year started really well for the out of home sector after a rocky few years and this improvement has maintained in Q2. Some really high profile, large scale campaigns for the likes of O2, Lucozade, Sky and Gum Litter Taskforce have boosted the market over the last few months. It’s still very much a delicate environment but we sense confidence is rising among advertisers and we are hoping to maintain this growth during the second half of the year.”
According to the report, Unilever was the most active advertiser in first half of the year. Other advertisers to feature among the top five are Diageo, Mondeléz and McDonald’s. Telecommunications was the most prominent advertising category on the medium with companies like UPC, Sky and eircom particularly active.
Jimmy Cashen, PML’s managing director adds “we are very pleased to see a sustained period of growth as expenditure and investment increases in ooh, resulting in the medium’s third consecutive quarter of growth. OOH has become the in-vogue medium of choice for agencies and advertisers as the medium continues to deliver more engagement with the changing behaviour patterns of the increasingly mobile consumer market. Advertisers are embracing innovation in a more meaningful way and this is adding exponential visibility to their earned media delivery. We expect the positive growth trend to continue into Quarter 3 which traditionally would be a difficult quarter.’