Diageo continues to be the highest spending advertiser on out of home formats for the first half of 2015, according to PML Group’s latest Posterwatch market report.
The drinks company, which owns the Guinness brand among others, has increased its ooh investment in 2015 and is ahead of McDonald’s in second place. The top five advertisers in the sector also include Sky, Mondeléz and Vodafone.
Overall, the Posterwatch report indicates a 2% decrease in the out of home market compared to the same period in 2014.
PML Group’s marketing director Colum Harmon puts this down to a poor Q1, relative to 2014. He explains “Q1 in 2014 was a very strong quarter for out of home and as a result when we compared Q1 2015 the medium was around 10% down. However, Q2 improved significantly on 2014 and was up by approximately 7% and we now estimate the market to be down by 2% at the halfway point of the year.”
Harmon is also optimistic for the rest of the year. “We have already made a strong start to Q3 with many cycles sold out at this point. Therefore, we are forecasting that the market will show good overall growth by the end of Q3.”
The categories spending most on ooh so far in 2015 are finance, telecoms and confectionery. Sky, UPC, Mondeléz, various banks and insurance companies are among the main players active in these categories.
The report also reveals that approximately two thirds of ooh advertising spend is concentrated in Dublin. Among the top advertisers, Vodafone and McDonald’s have the largest percentage investment outside the capital.
