Out-Of-Home Takes Another Slice Of The Revenue Pie

Out-Of-Home Takes Another Slice Of The Revenue Pie
Outdoor Media Association
By Outdoor Media Association
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The Out-of-Home industry has wrapped up the first quarter of 2016 posting an increase of 18.2 per cent on net revenue year-on-year with $177.1 million, up from $149.8 million* for the first quarter in 2015.

This success follows on from the all-time high revenue growth at the end of 2015, when revenue increased by 17.0 per cent over 2014.

Monthly results have continued to surpass expectations with the industry posting an increase of 13.4 per cent for January and 20.7 per cent for February year-on-year.

March figures show an increase of 19.6 per cent year-on-year, with net revenue of $70.1 million.

These increases continue to reflect across all formats: billboards, street furniture, retail/lifestyle/other and transport. Digital revenue is sitting at 35.6 per cent of total net revenue year-to-date, which is an increase over the recorded 20.2 per cent for the same period last year.

“It’s evident that advertisers, big and small, are looking for a media channel that can build awareness, drive desire, trial and transaction, all while complementing other media channels, especially in this changing media landscape. Outdoor is equipped to meet these needs and the results of our first quarter in 2016 reflect this,” said Charmaine Moldrich, CEO of the Outdoor Media Association.

“OOH can connect advertisers with their audiences anywhere, anytime, whether via
a traditional outdoor poster, a digital screen or the merging of the two through the Internet of Things – or IoT. Location is the new currency of marketing and this is OOH’s key driver,” Moldrich continued.

Category figures first quarter 2016

· Roadside Billboards (over and under 25 square metres) $65.6 million
· Roadside Other (street furniture, taxis, bus/tram externals, small format) $54.6 million

 
· Transport (including airports) $31.5 million
· Retail, Lifestyle and Other^ $25.3 million

 

Category figures first quarter 2015

· Roadside Billboards (over and under 25 square metres) $53.7 million
· Roadside Other (street furniture, taxis, bus/tram externals, small format) $47.4 million

 
· Transport (including airports) $28.7 million
· Retail, Lifestyle and Other^ $20.1 million

 

* Figures have been adjusted from previously reported 2015 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year.
^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 digital screens in doctors surgeries and medical centres.
**Figures may not add to total due to rounding.

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