More Growth For Out-of-Home In Third Quarter 2016

The Out-of-Home (OOH) industry posted an increase of 14.2 per cent on net media revenue year-on-year, ending the quarter with $185.5 million in net media revenue, up from $162.4 million* for the same time last year.

These results reflect ongoing growth experienced by the industry in 2016, following on from the all-time high media revenue growth at the end of 2015, when revenue increased by 17 per cent* over 2014.

Monthly results continue to impress, with the industry posting an increase of 14.1 per cent in July, 20 per cent in August and 9.3 per cent in September, for a total of $66.3 million in net media revenue for the quarter.

This growth is reflected in all categories: roadside billboards (over and under 25 square metres); roadside other (street furniture, bus/tram externals, small format); transport (including airports) and retail/lifestyle/other. Digital revenue is sitting at 38.7 per cent of total net media revenue year-to-date, over 25.4 per cent for the same period last year.

“Not only is revenue growing, but OOH audiences are growing too,” said Charmaine Moldrich, CEO of the Outdoor Media Association.

“In the past six years, OOH audiences have grown 20.3 per cent, over indexing against population growth at 13 per cent. It is this growth, coupled with OOH advertising’s ubiquity, its ability to offer cities utility, and the new brand values digital offers – immediacy and flexibility, that makes OOH an obvious choice for advertisers,” she concluded.

Category figures third quarter 2016

Roadside Billboards (over and under 25 square metres) $69.4 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 third quarter 2015

Roadside Billboards (over and under 25 square metres) $58.3 million
Roadside Other (street furniture, taxis, bus/tram externals, small format) $47.1 million
Transport (including airports) $30.4million
Retail, Lifestyle and Other^ $26.6 million

*Previous years figures have been adjusted to reflect changes in OMA membership to allow for direct comparisons in revenue year-on-year.

^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.

Note: Figures may not add to total due to rounding.

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