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OOH Market Growth Continues in Q3

Colm Harmon, Group Marketing Manager, PML Group.

The OOH market in Ireland is continuing to grow according to the latest research by PML Group.

In keeping with the good levels of improvement in the ooh market in the first half of 2013, the third quarter of the year has also seen growth when compared to the same period in 2012,” says Colm Harmon of PML Group which has just published its third quarterly Posterwatch report of 2013.

“In our opinion the out of home market has grown by approximately 8.5% in 2013 to date. With growth across the last four quarters it would appear the steep decline in the market of recent years has ceased and there is a sense of optimism in the market that this can be maintained into 2014,” he says.

He says that the ability of out of home advertising to convey a new idea or message in a quick an efficient way may at least go some way towards explaining this growth. This was highlighted on a number of occasions in the third quarter of the year.

Harmon points out that Q3 activity was boosted by Pat Kenny’s move from RTÉ to Newstalk, McDonald’s launch of its new Frappé range and the ongoing investment by UPC in the ultra- competitive telco/home entertainment market.

He also points out that Q3 saw further developments in digital out of home, particularly the expansion of the dPod network into Blanchardstown and Mahon Point shopping malls.

“At the beginning of Q4 it has been announced that the contract to sell advertising on the CIE network has been awarded to CBS Outdoor. The industry can expect investment and new developments in this important segment of the market into 2014 and the years to come,” says Harmon.