The Out of Home (OOH) market has grown by 3% in the first quarter of 2017, according to the latest PML Group OOH report.
This growth level follows an estimated 7% growth for the entire year 2016. Growth in the market is coming from a wide array of categories and advertisers but an interesting emerging trend for the market is the formats, networks and media owners where this additional spend is being felt most markedly.
Colum Harmon, marketing director, PML Group commented: “Media Owners such as DAA (airport advertising), Adtower, Orbscreen and Wide Eye Outdoor have all significantly added to their portfolio over the past twelve months. This investment has been almost entirely on new digital OOH opportunities. Advertisers have responded positively to these new and expanded networks and media owners such as these are certainly making inroads into a market previously much more dominated by a small group of larger media owners.”
Diageo, McDonald’s and AIB Group are the three largest OOH advertisers in 2017 to date. Vodafone and Unilever showed large increases in spend also, compared to Q1 2016. However, perhaps the most interesting of movers among the top spending advertisers is Premier Lotteries Ireland. Primarily because of the extent and nature of digital OOH used in their OOH strategy. Perhaps more than any other advertiser to date, the lottery has embraced digital formats and their potential for flexible copy change.
Finance, Food and Tourism & Travel were the top three categories of advertisers in the first three months of the year, according to PML. Some of the key advertisers driving this were AIB, Glanbia and Aer Lingus.
The largest display value for any induvial campaign was for mytaxi, which rebranded from Hailo in cycle 7. The taxi app used a plethora of formats including large format 48 Sheets, 96 Sheets and Metropoles. 6 Sheets, digital OOH and ambient choices were also part of the campaign, which registered a display value of more than €500k.
PML Group will be publishing its full Posterwatch Q1 report week commencing May 8th.