Out of home advertising revenue rose 4.2 percent in the third quarter of 2011 compared to the same period last year, accounting for $1.5 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). The steady increase in revenue has been consistent throughout the first nine months of 2011 with total growth up 4.3 percent. During the first three quarters industry revenue was $4.8 billion.

“Out of home continues to perform better than most other media segments this year,” says OAAA president and CEO Nancy Fletcher. “Brands realize the value of the out of home medium and its ability to reach busy consumers outside the home and on the path to purchase.”

According to OAAA figures, several industry categories have consistently performed well all year, including local services, media, schools, and restaurants. The financial category flattened in the third quarter after rapid growth over the first two quarters of the year.