The local outdoor advertising industry’s revenue grew by more than 7% in 2013, making last year its largest year of growth on record.
Net revenue jumped by 7.1% to hit $543.8m up from $507.5m in 2012. Digital out-of-home (OOH) revenue is driving that growth, accounting for 11.3% of the revenue which is a 50% increase from digital OOH’s 2012 level.
Charmaine Moldrich, chief executive of the Outdoor Media Association (OMA), said: “We have seen fifteen out of sixteen quarters of growth since we recovered from the GFC in 2010. It is always uplifting to start a new year with such buoyant results, we are very optimistic about the market in 2014 because we know OOH is the most versatile broadcast channel in an increasingly fragmented market.”
“It is an exciting time to be working in Out-of-Home, we are growing at a time when other traditional channels are finding it increasingly challenging to connect advertisers with their customers. In OOH, the convergence of mobile and digital technology is giving us more opportunities to engage with consumers. We are providing exciting solutions for advertisers, from delivering recipes and vouchers via SMS from our signs to special builds that create sensory experiences. We are really proud of the innovation that has occurred in 2013.”
OOH’s audiences are also growing according to MOVE (Measurement of Outdoor Visibility and Exposure) with a 9% increase in total daily contacts to reach 385 million.
Meanwhile, the Outdoor Media Association (OMA) has donated $2,500 to the NSW Rural Fire Service (RFS).
The funds were raised through the ‘click, share and care’ online Christmas card drive which saw the OMA pledge $1 for every interaction on the Christmas microsite.Meanwhile, the Outdoor Media Association (OMA) has donated $2,500 to the NSW Rural Fire Service (RFS).