Out-Of-Home Records Seventh Consecutive Year Of Revenue Growth

Out-Of-Home Records Seventh Consecutive Year Of Revenue Growth

The Australian Out-of-Home (OOH) industry today announced its seventh consecutive year of net media revenue growth, posting a 15.8 per cent* overall increase on net media revenue year-on-year, taking the industry’s net media revenue to a record high of $789.5 million, up from $682.1 million* in 2015.

Topping off a third year of double-digit growth, which saw consistent year-on-year increases, quarters one, two, three and four saw growth of 19.1 per cent, 18.2 per cent, 14.8 per cent and 12.5 per cent respectively.

In December, the industry posted a monthly net media revenue of $78.5 million, an increase of 13.2 per cent, completing quarter four with an increase in net media revenue of $241.8 million, up 12.5 per cent year-on-year.

The Digital OOH share of net media revenue also continued to grow in 2016: 36.0 per cent, 37.3 per cent, 38.8 per cent and 40.2 per cent respectively across the four quarters.

“It’s undeniable that OOH is on the rise. According to the CEASA 2016 half-year update, OOH and Online were the only media channels to experience growth, with OOH overtaking revenue spent on regional television advertising.

“And as our cities become more populated – 94 per cent of Australians are expected to be living in cities by 2050 – OOH offers the biggest audience in town. This puts us in a very enviable position as we head into 2017,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA).

According to the 2016 MOVE data update, OOH audiences grew 20.3 per cent over the last six years, over-indexing population growth of 13.0 per cent.

“We know OOH is becoming more than the channel with the biggest reach, it is increasingly a targeted and accountable channel,” Moldrich went on to say.

“Our intention is to keep abreast of this rapidly changing media market and in 2017 our world class Audience Measurement System – MOVE – will be enhanced through the integration of customer data from emma (Enhanced Media Metrics Australia).

“This will give media planners the ability to segment audiences like never before by delivering more relevant and targeted messages. This is going to be a very powerful tool in the OOH arsenal, if not the game changer, in the years ahead.

“I know that in 2017 we will keep building on our success; we will be launching our Automated Transaction Platform which will make the buying and planning of OOH easier, alongside the launch of OPEN3, the third book in a series that showcases the best of the best OOH creative from across the globe.

“We will also continue to work across all levels of government promoting the utility that OOH, through its connected signage network, can offer cities. I am looking forward to working with the OMA’s Board and members to achieve this ambitious program,” Moldrich concluded.

Category totals for 2016**:

·Roadside Billboards (over and under 25 square metres) $296.4 million
·Roadside Other (street furniture, bus/tram externals,
small format)
$230.4 million

 

·Transport (including airports) $136.3 million
·^Retail, Lifestyle and Other $126.4 million

 

Category figures for quarter four 2016**:

·Roadside Billboards (over and under 25 square metres) $89.3 million
·Roadside Other (street furniture, bus/tram externals,
small format)
$68.4 million

 

·Transport (including airports) $41.1 million
·^Retail, Lifestyle and Other $43.0 million

* The previous year’s figures have been adjusted to reflect changes in OMA membership to allow for direct comparisons in revenue year-on-year.
^ Reported in this category are: shopping centre panels, as well as all place-based digital signs including office media – covering signs in lifts and office buildings, cafe panels, and digital screens in doctors’ surgeries and medical centres.
** Figures may not add to total due to rounding.

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.