Out of Home (OOH) advertising grew by 5% year-on-year in 2014, according to media agency Kinetic. Research shows that digital OOH was a key growth area, while small format, including 6 sheets, accounted for 50% of total spend.
Digital OOH saw an increase of share of spend to 8% versus 5% in the previous year. New networks and formats, strategically placed in high footfall environments, have attracted advertisers across various sectors. Exterion Media's commuter dPods, JCDecaux Digital and Wide Eye Media's CineD digital units all performed well.
The top three categories utilizing OOH were Entertainment and Media (accounting for 18%); Food (spending €13.5 million); and Drinks, both soft and alcoholic. BSkyB was the top advertiser within the Entertainment and Media category, while Mondelez and McDonalds were the top spenders for Food. The Drinks category was responsible for some of the most imaginative marketing, including personalised seats on the Luas for Coca-Cola's 'Share A Coke' campaign.
The Finance and Insurance category saw the biggest growth in spend, increasing by 43%. It was also one of the drivers behind the overall increase of 21% on OOH spend in the first quarter of 2014.
Simon Durham, Director of Kinetic commented on the growth, "As the economy moves out of the recession, brands have become more active, and as a result confidence in the OOH market has grown. There has been some moderate rate card increases from media owners for the first time in a number of years. As expected Digital OOH has performed strongly in 2014, however advertisers remain committed to the traditional large format which accounted for 32% of total spend."
© 2015 - Checkout Magazine by Jenny Whelan
