The Irish out-of-home (OOH) market continued to perform strongly in the first half of 2017 according to PML Group.
In a new report on the OOH market, PML Group says that it has matched the strong performance of H1 2016 with Diageo remaining the top spending advertiser on the medium, significantly ahead of Mars and McDonald’s in second and third places respectively. A busy second quarter from Mars saw them jump to second place on the list. Included in their OOH spend is Gum Litter Taskforce (GLT) along with campaigns for products including Skittles, Dolmio and Pedigree pet care.
The top three spending categories on OOH in H1 were Finance, Tourism & Travel and Beers & Ciders, with a major increase in investment by car companies (+84%) also highly noteworthy. The travel/tourism sector increased significantly also – by more than 50%. Active advertisers in the sector include Aer Lingus, Failte Ireland and Norwegian Air.
According to Colum Harmon, marketing director, PML Group: “We are pleased that the sector continues to perform well with its array of opportunities and choices proving attractive for advertisers. It’s been a good year again so far for Digital OOH and large formats such as 48 Sheets and Golden Squares have been popular with our clients. Transport formats had a better Q2 also, so there are lots of positives as we enter the second part of the year.”
At the end of the first half of 2017 Digital OOH (DOOH) accounts for almost 15% of all OOH advertising. Development of the channel means that DOOH advertising opportunities are far more prevalent outside of the retail environment than has previously been the case. Now, more than one third of DOOH display value appears in non-retail environments such as cinemas, transport hubs and pubs. Premier Lotteries Ireland were the largest DOOH advertiser in H1.
