According to Kinetic Ireland, the Out of Home (OOH) media agency, the market continues to grow for the fourth consecutive year, showing an 8% increase for H1 2016 compared to the same period last year, and reaching an overall expenditure of €54 million.
CEO of Kinetic, Simon Durham says: “The Out of Home industry is in good health. The media owners over the past number of years have invested heavily in their formats and are now reaping the awards as the economy improves.”
Large format lightboxes, as well as an increase in car and public transport use, have also drawn more advertisers to OOH. Large format billboards account for 32% of total spend, while Digital OOH as well as 6 sheet formats at bus shelters and outside supermarkets & convenience stores account for 45% of total spend.
The largest category of advertisers, Drink, accounted for 18% of OOH with a total spend of €9.5m. The category encompasses alcoholic beverages, soft drinks and hot drinks. Diageo was the top Drink advertiser in H1 2016 with spend of €2.9m. Heineken and Irish distillers Pernod Ricard were also top advertisers, spending €1.8m and €1.4m respectively. Coca-Cola saw spend increase in H1 2016, and also was the top unprompted recalled campaign, according to Kinetic’s post campaign service, Researcher.
Retail was the second largest category, accounting for 17% overall activity with a total spend of €9.2m. Heavy spends from fast food outlets and also supermarkets – Lidl Ireland with €888k, Tesco with €853k, and Aldi with €510k – caused this category to receive the highest increase compared to the same period last year.
An increase in activity across L’Óreal haircare and beauty products resulted in Cosmetics and Toiletries being the third highest category increase, behind Government, Social and Political Organisations.
Looking forward, Simon Durham concludes: “Kinetic estimates a continued optimistic performance by the OOH market over the next 12 months.” He warns, however of three potential limiting factors: restrictions on the advertising of alcohol and also of high sugar, salt or fat products, and thirdly, “the impact of Brexit on the Irish economy”.
© 2016 - Checkout Magazine by Donncha Mac Cóil
