There was an increase of 8% in out of home advertising (OOH) in 2013, compared to 2012. Nearly €86 million was spent by brands on outdoor formats such as billboards, digital, transport and bus shelters.
The largest spend increase by sector was entertainment and media which accounted for one fifth of all out of home advertising last year (€17.2 million). The launch of Sky Broadband, increased activity by UPC and a strong continued spend from the movie industry drove spend in this sector.
Drinks (non-alcoholic and alcoholic) was the second most active category, with clients such as Coca-Cola, 7UP as well as some alcohol brands contributing to the rise in spend.
“The ‘Share a Coke’ campaign from Coca-Cola was a standout campaign, not just in terms of spend, but also in effectiveness, proving to be one of the most effective campaigns across the medium in 2013,” says Simon Durham, managing director, Kinetic, the outdoor media and planning agency.
“Investment in OOH is often an early sign of growth,” says Durham.