DOOH ad revenues top £100m in UK
Revenues from digital outdoor advertising in the UK passed the £100m (€118m) in 2010 according to trade body, the Outdoor Media Centre.
Revenues between October and December 2010 reached £251.8m, representing the strongest quarter of the year in absolute revenue terms.
Year on year this figure represents an increase of 6.9%. For the full year, outdoor revenue totalled £879.8m, a growth of 12.5%.
The retail sector performed most strongly in the final quarter with revenues in excess of £20m. Transport and roadside had steady quarters (up 6% and 4% respectively).
Digital continued to show good growth of 17% in the quarter. Digital revenues were over £30m for the quarter and reached £101m for the calendar year 2010. This gives digital a 12% share of all outdoor revenue for the fourth quarter of 2010 and 11.4% for the full year. Digital Outdoor now wins £1 for every £8 spent on outdoor as a whole.
“We are pleased to finish the year with strong growth of 12.5%. We believe that this puts outdoor right up with TV as one of the best performing media of 2010. It will certainly increase outdoor’s share of display spending”, said Mike Baker, CEO of the Outdoor Media Centre. “All sectors showed growth in the quarter and the year. We have recovered significant ground from the 2008-2009 low point. It’s a step in the right direction but we are ambitious in terms of how much further we think we can go.”