OMA Reports Another Quarter Of Growth For Out-of-home

Australia’s out-of-home (OOH) industry has posted 7.2 per cent growth in year-on-year net media revenue for the third quarter of 2017 to 199.9 million, according to the latest data from the Outdoor Media Association (OMA).

Digital revenue is sitting at 46.0 per cent of total net media revenue year-to-date, which is an increase over the recorded 38.8 per cent for the same period last year.

“This continued growth since post the GFC in 2009 is a reflection of OOH’s ability to be a viable advertising channel despite the major disruption other traditional and new media channels are facing,” OMA chief executive Charmaine Moldrich said.

“OOH has a credible and proven metric, its audiences continue to grow and the industry’s investment in digital signs are a few of the reasons that sees our revenue growth go from strength to strength.

“And our clients are embracing the many new opportunities to engage with audiences – we are seeing more and more innovative and creative campaigns that are getting a reaction.

“Advertisers are using the strength of OOH as a media multiplier and leveraging on the platform’s ability to deliver creative opportunities everywhere.”

Category figures: Q3 2017*:

Roadside billboards (over and under 25 square metres)	$79.6 million
Roadside other (street furniture, bus/tram externals, small format)	$59.1 million
Transport (including airports)	$30.6 million
· ^Retail, lifestyle and other	$30.6 million

Category figures YTD 2017*:

Roadside billboards (over and under 25 square metres)	$235.0 million
Roadside other (street furniture, bus/tram externals, small format)	$166.9 million
Transport (including airports)	$91.5 million
· ^Retail, lifestyle and other	$90.8 million

Category figures for Q3 2016*:

Roadside billboards (over and under 25 square metres)	$70.4 million
Roadside other (street furniture, bus/tram externals, small format)	$55.0 million
Transport (including airports)	$32.7 million
^Retail, lifestyle and other	$28.4 million

Category figures for YTD 2016*:

Roadside billboards (over and under 25 square metres)	$207.2 million
Roadside other (street furniture, bus/tram externals, small format)	$162.0 million
Transport (including airports)	$95.2 million
^Retail, lifestyle and other	$83.4 million

* Figures may not add to total due to rounding.

^ 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.

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OMA OOH Out Of Home Outdoor Media Association