The Outdoor Media Association (OMA) has released its 2018 annual report, revealing a growing industry currently accounting for 6.2 per cent share of media and sitting in the top two growing media channels for 2018.
Total net media revenue increased 10.8 per cent to an all-time high of $927.2 million, with digital Out of Home (DOOH) accounting for 52.3 per cent.
The industry continued to give back, citing over 200 arts, sports, and charitable beneficiaries of donated media space and advertising services, valued at $69 million.
The report also details 2018 initiatives such as the School Mapping Tool that ensures products that are illegal for sale to minors are not advertised within 150 metres of a primary or secondary school; and, driver behaviour research which indicates that digital billboards can improve driver performance.
OMA CEO Charmain Moldrich said: “The OMA’s work across the core functions of policy and regulation, government relations, media relations, marketing, audience measurement, and member services, has proven pivotal for industry growth.
“We take our position in the public space seriously, and one area where we have seen significant results is with our content policy and advice service. In 2018 we pre-vetted 377 advertisements, rejected 69 and proposed changes to 38.
“As a result of this diligent self-regulation, there were no breaches of Outdoor advertisements in 2018.”
Moldrich concluded: “Our most recent investment of $1.3 million into a Neuroscience Project Study will inform the development of a new metric to measure DOOH.
“The industry continues to build a modern, dynamic channel with scale to reach Australians en masse and we are keen to expand this story to include impact and engagement of DOOH.”