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Digital screens drive outdoor advertising growth

Spending on outdoor advertising increased by 4.6 per cent year-on-year in 2007, according to recent figures.

Data released by the Outdoor Advertising Association (OAA) has revealed that the gross revenue for last year totalled £975,760,147, with digital screens being claimed as a "driving force" behind the increase.

Figures also showed that the Entertainment and the Media was the industry sector to spend the most on outdoor in 2007, accounting for £171.7 million, followed by the Telecomms with £102.4 million.

The UK advertiser to spend the most on outdoor in 2007 was British Sky Broadcasting.

"For the sixth consecutive year Outdoor has increased its revenue," said Alan James, chief executive of the OAA.

"Entertainment & the Media and Telecomms retain the top two Advertiser Category slots with Motors taking over the number three position from Retail."

He admitted, however, that there had been a "slowing in Outdoor's revenue towards the end of the year, but we feel this mirrored prevailing overall advertising trends". ADNFCR-1536-ID-18493568-ADNFCR