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Outdoor Growth Led by Insurance, Real Estate
Outdoor advertising, second only to the internet in speed of growth in ad spending, has surged 68 percent over the past decade. Last year, the segment grew 8 percent to $6.8 billion, according to figures released by the Outdoor Advertising Association of America.
Spending was up 10 percent among the top 10 advertising categories, writes Brandweek. The fastest growing category (and its second largest) was insurance and real estate, up 26.2 percent. Local services and amusements, the No. 1 category, grew 16.4 percent.
More categories increasing spending on outdoor advertising by double digits include: public transportation, hotels and resorts, up 12 percent, and communications, up 25.7 percent.
Media and advertising, financial, auto dealers and services and auto accessories and equipment were all categories that cut spending.