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OOH Spend to Rise by 8% in 2014

Figures published by OMA/Nielsen have shown a positive increase in Out Of Home (OOH) advertising in the first half of 2014 compared to the same period last year. According to the figures, the overall spend was up 7% and the market is now worth €45m. Almost 50% of OOH was spent on small formats including 6 Sheets at Bus Shelters, shopping centres as well Digital OOH dPods.

The entertainment and media categories had the highest overall spend by category in the first half of the year accounting for €8.7m and almost 20% of total spend. Food was the second most popular category at €7m, with Mondelez (Cadbury) and Unilever Ireland the biggest spenders. Elsewhere the finance and insurance sector was the third biggest category, recording a 140% increase on last year according to the figures. The most active brands were Bank of Ireland, AIB and VHI Healthcare.

Simon Durham, Director of Kinetic said: “2014 has started on a positive note for the OOH market. There has been a significant increase across a number of key sectors. The introduction of Near Field Communication from Clear Channel on Adshel Bus Shelters across Ireland has been a welcome innovation allowing advertisers to link OOH with online content. Digital OOH spend continues to grow with Exterion Media expanding its network of dPods across shopping centres.  This has seen new advertisers come on-board as well as existing advertisers growing budgets to include a digital element.  Large format billboards still remain popular with 33% of OOH activity invested in the first half of 2014.”

“Kinetic estimates overall growth of approximately 8% for 2014. There is an appetite for companies to advertise through OOH and this is highlighted by growth across a number of sectors, in particular Finance and Insurance. Exterion Media has started redeveloping the DART line with a new format called Commuter Squares launching later this year. Further Digital OOH growth is expected with the launch of new formats as well as new locations in 2015. The OOH sector will continue to grow and be innovative.”

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