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Outdoor: Only Established Media ‘Seeing Strong Growth’

Advertising revenue for the outdoor category outpaced traditional media, increasing 8 percent last year, according to research by the Outdoor Association of America, writes CNN Money. The OAAA forecasts similar increases for 2006.

“Outdoor represents the only area of established media that is still seeing strong growth,” said Fred Moran, a Stanford Group analyst.

Billboards have found success despite pressure from the internet, satellite radio, iPods, and other technology. “Technology helps people avoid other advertisements, but we are the one unavoidable media,” said Paul Meyer, global president at Clear Channel Outdoor.

Meyer sees technological advancements as an asset to the industry. “With digital signage, there will be no limitations on how often and when advertisers change their ads.”

The lower cost of outdoor media will keep it in use with advertisers, including those in the auto industry.