Outdoor advertising revenues rise in Q1

Outdoor advertising revenues grew 3.1 per cent in the first quarter (Q1) of 2012 to £213 million, according to the print industry's trade body for outdoor media owners.

Figures released by the Outdoor Media Centre (OMC) confirm that outdoor printing is still an incredibly important advertising tool, even if the technology behind it is changing.

This year revenues from outdoor digital printing leapt 42 per cent to £35.5 million, reflecting a shift in the way that marketers and production houses use print technology.

Mediaweek.co.uk reports that transport advertising was the biggest winner in this digital revolution, accounting for 46 per cent of the industry, ahead of roadside (LED billboards, spectaculars, six-sheet) advertising (31 per cent) and retail (supermarkets, gyms etc) at 24 per cent.

As if the numbers didn't say enough themselves, recent research by the OMC reveals that outdoor advertising continues to be one of the most influential parts of the consumer buying process.

Outdoormediacentre.org.uk writes that its research found 'encounters with outdoor advertising led to a high degree of positive feelings, and also actions'. Social media users in particular are most likely to react to outdoor advertising it said.

Commenting on the state of digital outdoor print, Jeremy Male, chairman of the OMC, said: "As more and more digital sites come online there is still a great opportunity for sponsors and non sponsors to take advantage of the exciting opportunities that digital and traditional Outdoor can offer during the cultural and sporting events this summer".