Spending on out-of-home (OOH) advertising grew by 3.3% in Q1 2016, reports the Outdoor Advertising Association of America (OAAA), marking the 24th consecutive quarter of growth. The miscellaneous services and amusements category remained the largest revenue driver – at 22.7% share of all spending – and also increased its spending by the largest amount (14.7%).
The restaurant (+9.8%) and automotive dealers and services (+8%) categories also posted strong growth during the quarter, although financial firms cut back spending by 8.3%.
For the quarter, the top 5 advertisers were: McDonalds; Apple; HBO; Verizon; and Chevrolet. The first three of those five were also the top 3 spenders in 2015 overall.
Several OOH advertisers more than doubled their spend from a year earlier, including Chevrolet, Ford, Budweiser, Busch, Lyft, Showtime, Amazon, HBO and Walt Disney Pictures.
Recently, the OAAA revealed that spending on out-of-home advertising reached a new peak of $7.3 billion in 2015.