Big Boost for Outdoor Advertising

Big boost in growth for Out-of-Home

The Out-of-Home (OOH) industry continues to impress in second quarter 2014, posting a 9% increase in net revenue to $138.6 million, up from $127.1 million* for the same period in 2013.

Year-to-date revenue has increased by 5.5%, tracking at $263.7 million, up from $250.1 million* for the same time last year.

“The first half of 2014 has been incredibly exciting for OOH. We have seen an increase in audiences of 3.6%, with audience growth reported across all mainland capital cities. According to the annual update from the industry’s measurement system MOVE (Measurement of Outdoor Visibility and Exposure), OOH now offers 400 million contacts each day,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA).

The OOH industry has seen unprecedented digital expansion in the previous six months with the launch of over one hundred new digital screens across Australia. Revenue from digital accounted for 13.9% of total revenue in the second quarter, up from 12.5% in the first quarter 2014.

“While other traditional media channels continue to decline in both audience and market share, OOH has recorded consistent growth since recovering from the GFC in 2010,” Ms Moldrich continued. “The industry mainstay of effectively reaching mass audiences and driving awareness is expanding as opportunities for consumer engagement increase through the convergence of mobile and digital technology. Research released this year reveals that OOH advertising is increasingly creating desire, and driving trial and purchase for brands.”

Category figures second quarter 2014:

Roadside Billboards (over and under 25 square metres) $46.4 million

Roadside Other (street furniture, taxis, bus/tram externals, small format) $45.9 million

Transport (including airports) $24.2 million ? Retail $22.1 million Category figures year to date June 2014:

Roadside Billboards (over and under 25 square metres) $88.7 million

Roadside Other (street furniture, taxis, bus/tram externals, small format) $91.2 million

Transport (including airports) $43.7 million

Retail $40.1 million

Source: OMA

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