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OOH Market Continues to Outperform in 2015

The Irish Out of Home advertising market continues to show steady growth in Q3 according to the PML Group, outpacing all other media with the exception of digital.

According to PML, investment in OOH advertising was up by 7% in Q3 of 2015. Overall, it was up by 5% in the period between January and September (cycles 1-20).

“The largest campaign of Q3 was the rebranding of eircom to eir. The telecoms company’s total OOH spend, which also includes the Meteor brand, made the advertiser the most active in Q3, beating Diageo into second place and McDonald’s into third,” says PML. UPC’s recent name change to Virgin Media will be included in the final quarter report of 2015.

Commenting on the report James Byrne, marketing manager at PML Group, said, “It’s great to see a strengthening OOH environment in the last six months particularly in key sectors including telecoms, soft drinks, and QSRs. A buoyant car market, with new sales up over 30% of the first nine months, is reflected in a similar increase in their presence on outdoor. The hope is the renewed confidence in big purchase items will extend to the high street. Another good economic indicator is the rise in the education sector which is up 23% with colleges competing for talent in an increasingly competitive market.”

According to Byrne, the top 10 advertisers on OOH between January and September shared 27% of total display value between them. Diageo remains in first place, followed closely by McDonald’s. Third place is now held by eir its after extensive Q3 activity. This is a rise of 11 places compared to the halfway point in the year. Sky and Mondeléz, meanwhile, complete the top five for the year. Within the top ten, Coca Cola and UPC swapped places in 6th and 8th with Heineken Ireland sandwiched between them in 7th place.

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