OOH Revenue Reaches All-Time High With Sixth Straight Year Of Solid Growth

OOH Revenue Reaches All-Time High With Sixth Straight Year Of Solid Growth

The Australian Out-of-Home (OOH) industry has today announced its sixth year of consecutive revenue growth, posting a 17 per cent* overall increase on net revenue year-on-year, taking the industry’s net revenue to an all-time high of $677.8 million, up from $579.3 million in 2014.

In tracking the growth of OOH in 2015, the industry was off to a stellar start with a 21.6 per cent year-on-year increase for quarter one.

In quarters two and three the double digit growth continued with a 16.3 per cent and 14.2 per cent increase, respectively, from the same periods in 2014 with a strong finish in quarter four of 16.6 per cent on total net revenue of $213.4 million.

“We are absolutely delighted with these results, as 2015 was such a pivotal year for the industry in laying the foundations for 2016 and beyond,” Outdoor Media Association CEO Charmaine Moldrich said.

“In mid-2015 we announced plans to launch an Automated Transaction Platform (ATP) and in November 2015 we announced data from our audience measurement tool, MOVE (Measurement of Outdoor Visibility and Exposure) will be integrated into emma (Enhanced Media Metrics Australia). We also renewed focus on our relationships with all levels of government in order to grow inventory. All this bodes well for continued future growth.”

In 2015 the demand for immediacy and flexibility drove an uplift in digital Out-of-Home revenue, which now represents 28 per cent of total OOH revenue, a 65 per cent increase from 2014 (17 per cent).

Outdoor’s ability to deliver the biggest audience, while leveraging leading edge technologies that reach consumers faster and in more engaging ways, is undeniable. Outdoor audiences continue to grow ahead of population growth and over the last five years MOVE shows that audience reach has grown a massive 37 per cent.

“While technology is a strong factor in driving our growth, it is just the icing on the top of the tried and true Outdoor poster,” Moldrich added.

“As print media struggles to adapt to technology, as TV competes with live streaming and on-demand services and Online struggles with the proof of its metrics and adblocking, OOH has continued to stay relevant by integrating digital and online into the existing channel.

“By aligning with mobile and digital technologies, Outdoor is able to connect advertisers with their audiences anywhere, anytime and it’s this trend that will be the main focus into 2016.”

 

Category totals for 2015**:

  • Roadside Billboards (over and under 25 square metres)
$242.1 million
  • Roadside Other (street furniture, taxis, bus/tram externals,
    small format)
$208.6 million

 

  • Transport (including airports)
$126.4 million
  • ^Retail/Lifestyle/Other
$100.7 million

 

Category figures for Quarter Four 2015**:

  • Roadside Billboards (over and under 25 square metres)
$77.2 million
  • Roadside Other (street furniture, taxis, bus/tram externals,
    small format)
$64.5 million

 

  • Transport (including airports)
$38.0 million
  • ^Retail/Lifestyle/Other
$33.7 million

 

* Figures have been adjusted from previously reported 2014/2015 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year, as well as a minor internal adjustment (due to over-reporting in 2015 in the category of Retail/Lifestyle/Other). The historical figure for total revenue in 2014 therefore, has been adjusted down from $602.1 million to $579.3 million.
**Figures may not add to total due to rounding.
^This rapidly growing category reports shopping centre panels, as well as all place-based digital inventory including office media – covering inventory in lifts and office buildings, cafe panels and the inventory of the OMA’s newest member Media Health Tonic which includes digital screens in doctors surgeries and medical centres.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]