The Out-of-Home industry ended the year posting a healthy 19% increase on net revenue year-to-date of $77 million, up from $400 million in 2009 to $477 million in 2010.
Net revenue for the last quarter, September to December was up by 18%, $149 million compared to $126 million in 2009. These buoyant revenue results add to the strong year experienced by the industry. In February 2010 it launched its Audience Measurement System MOVE (Measurement of Outdoor Visibility and Exposure) providing accountability and transparency to advertisers. In September the industry also launched a major econometric research project, OUTSMART, which proved the medium’s ability to deliver outstanding Return on Investment.
The 19% growth in 2010 represents not just the recovery from the Global Financial Crisis; it also represents market growth of 5% when compared to 2008 figures when the industry was at its peak following a six year growth period that saw it increase revenue by a massive 74% from 2002 to 2008.
Part of the industry’s growth, despite the 2009 downturn, can be attributed to investment in growing its inventory.
Source: Outdoor media association