FOR IMMEDIATE RELEASE
August 7, 2008

OAAA: Changing Habits an Opportunity for Outdoor Advertising

Washington, DC ­ The changing driving and commuting habits of Americans in response to rising gas prices is proving to be a time of opportunity for outdoor advertising. The medium’s reach and frequency is virtually unchanged, and areas across the medium are seeing expansion.

While there has been a slight change in the aggregate number of miles driven in the past several months, the outdoor advertising audience has remained the same as Americans are still going to work, still taking vacations, and still consuming in the marketplace. International travel to the US is up which increases the overall outdoor advertising audience. Theme parks and other local attractions are seeing increases in revenue this summer which means Americans continue to use the interstate system to reach vacation destinations. And gas prices are beginning to correct themselves.

Americans are using mass transit more often; this increases their exposure to the out of home advertising formats located in the mass transit arena, such as bus and subway advertising. Ride-sharing is up and means, at minimum, an unchanged audience for roadside billboards and other outdoor advertising formats since the same consumers are traveling in cars. In fact, ride-sharing can increase the effectiveness of outdoor advertising as passengers in vehicles have more time to view and digest ad content than drivers.

The outdoor advertising industry continues to grow at a steady pace higher than that of the overall ad industry. While many other media are feeling the effects of fragmentation and lost revenue, outdoor advertising continues to adapt and benefit from the fundamental change in American behavior over the last 20 years: they are spending more time out of home, being exposed to out of home advertising.

“Overall, outdoor advertising is a growth medium which remains strong even as American habits change. Americans are still mobile, reach is unchanged, and Americans are still spending more time than ever out of the home,” said OAAA Chief Marketing Officer Stephen Freitas. “Plus, mass transit is up, vehicle occupancy is up, and international travel is up, all of which enhance the relevancy of out of home advertising.”

OAAA is the trade association representing the outdoor advertising industry. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of consumers, advertisers, and the public. The nearly 1,000 OAAA member companies generate more than $7.2 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $400 million each year.

Outdoor Advertising Association of America (OAAA)
1850 M Street, N.W., Suite 1040
Washington, DC 20036
Phone: (202) 833-5566
E-Mail: info@oaaa.org
Website URL: www.oaaa.org