17 January, 2018

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

By B&T Magazine

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth.

According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million.

Digital OOH revenue accounts for 47.3 per cent of total net media revenue for the year-to-date, up the recorded 40.2 per cent for the same period last year.

OMA chairman Steve O’Connor said the results prove that OOH is a strong channel in the media mix.

“This is testament to our industry’s drive – rather than resting on our laurels, we continually invest in our platform to ensure we are delivering more to advertisers,” he said.

“We will continue to see this commitment in 2018 and beyond.”

OMA chief executive Charmaine Moldrich said: “We know that OOH audiences have grown by 23 per cent over the last seven years, over-indexing population growth of 14.9 per cent. This continued wave of growth puts us in an enviable position as we head into 2018.

“As the OMA buckles up for an ambitious program in the lead up to its 80th birthday in 2019, I look forward to another exceptional year of growing and innovating the OOH industry in concert with members and the board.

Category figures for 2017*

Roadside billboards (over and under 25 square metres): $332.6 million (up 12.2 per cent from 2016).
Roadside other (street furniture, bus/tram externals, small format): $237.3 million (up 3.0 per cent from 2016)
Transport (including airports): $135.0 million (down 1 per cent from 2016)
^Retail, lifestyle and other: $132.2 million (up 4.6 per cent from 2016)

Category figures for the fourth quarter of 2017*

Roadside billboards (over and under 25 square metres): $97.5 million (up by 9.2 per cent from the fourth quarter of 2016)
Roadside other (street furniture, bus/tram externals, small format): $70.5 million (up 3.1 per cent from the fourth quarter of 2016)
Transport (including airports): $43.4 million (up 5.6 per cent from the fourth quarter of 2016)
^Retail, lifestyle and other: $41.4 million (down 3.7 per cent from the fourth quarter of 2016)

^ 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.

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