Out-of-Home continues its upward trajectory

Out-of-Home continues its upward trajectory

The Outdoor Media Association (OMA) has revealed that Out-of-Home (OOH) advertising continues to grow with the industry recording 8.6% growth for the September quarter.

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It can also boast an increase in sales revenue to $132.3 million, up from $121.8 million for the same period last year.

The OMA said year to date revenue has increased by 5.6%, taking it to $381 million, up from $360.8 million for the same period last year.

“We are pleased that advertisers are recognising that Out-of-Home is the number one broadcaster in today’s fragmented media market. We are the one traditional media channel still able to reach mass audiences and we do that very cost efficiently,” said Charmaine Moldrich, CEO of the Outdoor Media Association.

“We are in an exceptionally good position with technology, as it makes our media channel  stronger and shifts OOH from being a passive glance medium to a more active channel with the adoption of QR Codes, NFC and other digital advancements.”

Growth also continues in the area of Digital Out-of-Home (DOOH) as advertisers take advantage of the flexibility of these high impact displays. Digital revenue currently represents 10.8% of sales revenue, increasing from 7.5% share of revenue estimated at end of year 2012.

Category figures third quarter 2013*:

• Roadside Billboards (over and under 25 square metres) $43.8 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $48.2 million

• Transport (including airports) $19.8 million

• Retail $20.5 million

Category figures year to date September 2013*:

• Roadside Billboards (over and under 25 square metres) $126.3 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $137.6 million

• Transport (including airports) $60.4 million

• Retail $56.6 million