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

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners
  • Media
  • Technology

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners

The commercial radio industry has announced the launch of the RadioApp skill for Amazon’s voice assistant, Alexa. The new skill is designed to make radio listening simpler and more convenient for Aussies, who can now ask Alexa to play any of the country’s 300 AM, FM and DAB+ digital stations by name or frequency. The […]

Thursday TV Wrap: Gogglebox Gives The Bachelorette A Touch Up
  • Media

Thursday TV Wrap: Gogglebox Gives The Bachelorette A Touch Up

Ten’s Gogglebox continues to be a surprise winner for the network, posting 729,000 viewers and making it the most watched entertainment show for Thursday night. Gogglebox even managed to put almost 150,000 on its more fancied stablemate, The Bachelorette, that could only muster 586,000 viewers last night. Seven won the night – 29.4 per cent of the audience […]

by B&T Magazine

B&T Magazine
Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity
  • Advertising
  • Media
  • Technology

Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity

The commercial radio industry has announced it is moving forward to phase two of an industry-wide project to automate and simplify the buying of radio. Phase one has resulted in the roll out of the AudioNET automated holding software RadioMATRIX. The industry-wide system, live since October 2017 and paperless since July 2018, is now used […]

Radio Industry Announces World-First “Super Pilot” For Audience Measurement
  • Media

Radio Industry Announces World-First “Super Pilot” For Audience Measurement

Commercial Radio Australia (CRA) and global market research firm GfK test the measurement of radio listening using a combination of diary and electronic meters in the first half of 2019. CRA chief executive Joan Warner said the initiative would be the largest-scale radio audience measurement pilot study using diary and electronic monitoring ever undertaken in […]

Radio Networks Unite To Grow Aussie Podcast Industry
  • Media

Radio Networks Unite To Grow Aussie Podcast Industry

Commercial Radio Australia (CRA) has announced it will establish a Podcast Working Group comprised of all major radio players, including the ABC and SBS. Announcing the initiative at the Radio Alive 2018 national conference in Melbourne today, CRA chief executive Joan Warner said the working group would be charged with developing an all-of-industry podcast strategy, […]

Study: Half Of All New Guitar Sales Are To Women
  • Marketing

Study: Half Of All New Guitar Sales Are To Women

The idea that the rock ‘n’ roll business is dominated by sweaty men is set to be turned on its head with new research showing that 50 per cent of all new electric guitar sales are to women. The study, by legendary ‘axe’ maker Fender, shows that the next set of big rock acts are […]

by B&T Magazine

B&T Magazine
Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares
  • Campaigns

Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares

Typically, eating a Whopper burger gives you heightened cholesterol and a bad dose of indigestion, but Burger King’s latest creation is set to give diners nightmares – quite literally. The new Halloween burger to be released in the US is nightmarish enough, with a green bun, bacon and and what appears to be deep-fried chicken […]

by B&T Magazine

B&T Magazine
Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”
  • Advertising
  • Campaigns

Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”

How do you attract tourists when, let’s be honest, your home state’s just a bit boring? That was the dilemma facing US midwestern town Nebraska which, due to a lack of things to do, was facing a visitor shortage on top of being voted the “least likely state” tourists planned on visiting. Hence, its new tourist catchphrase, “Honestly, it’s […]

by B&T Magazine

B&T Magazine
APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine
Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]