The outdoor media association has announced the half year net media revenue results for the OOH industry, including the category breakdowns for 2021.
The OOH industry was hit by hard by COVID-19 and the subsequent lockdowns in 2020. However, despite the continuing pandemic, as well as lockdowns in 2021, the industry still saw a revenue increase, suggesting signs of recovery.
Outdoor providor oOh!Media showed similar recovery in its end of financial year results, which were posted earlier this week, with a 23 per cent revenue increase.
For the OOH industry in general, total net media revenue was $374.7 million, up 22.1 per cent from $307 million for the same period 2020*.
In 2021, ‘roadside billboards’ and ‘roadside other’ (aka street furniture, bus/tram externals and small format) both saw increases.
Roadside billboards better $175.7 million compared to 2020’s $130.6 million, while roadside other had $97.7 million compared to $78.5 million last year.
The ‘retail, lifestyle and other’ category also posted increases, netting $74.5 million in 2021 in contrast to the $53.9 million spent last year.
However, the transport category – which includes airports – posted a loss of around $15.4 million. While in 2020, $44.1 million was spent on transport, in 2021 this figure reduced to $26.7 million, presumably due to the strict limits on interstate and international travel.
Digital Out of Home (DOOH) revenue accounted for 61.5 per cent of total net media revenue year-to-date, an increase over the recorded 57.9 per cent* for the same period last year.
