The Australian Out-of-Home (OOH) industry experienced unprecedented growth in 2014 posting a 10.0% overall increase on net revenue year on year, taking the industry’s net revenue to $602.1 million, up from $547.6* million in 2013.
“We are thrilled with the result of 2014, solidifying the value of Outdoor in the media plan. This is our fifth year of growth since we recovered from the GFC in 2010, which also coincided with the launch of MOVE, our audience measurement system,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA).
“MOVE (Measurement of Outdoor Visibility and Exposure) has proven to be a sound investment, providing a currency for Outdoor and allowing media buyers and advertisers to validate decisions with accurate reach and frequency,” Moldrich said “MOVE is able to show the efficiency of the medium, and our continual updates and software development ensures accuracy in measurement and ease of use.”
In tracking the growth of OOH across 2014, there was a modest start with a 1.8%* year on year increase for quarter one, which picked up substantially in quarter two with an 8.9%* increase from the same period in 2013. The industry hit its stride over winter showing an 11.6%* increase for quarter three which was followed by extraordinary growth in quarter four of 15.6%, compared to the same quarter in 2013.
The industry has undergone phenomenal change in 2014 growing digital Out-of-Home (DOOH) inventory which now represents 18.8% of revenue, reflecting a 66% increase from 2013 (11.3%).
OOH audiences are also growing. In 2014, MOVE reported an increase of 3.6% in total daily contacts measured, totalling 400 million up from 386 million in 2013. People are travelling further each day and spending an average of 14 hours travelling and shopping each week. In light of this, Australians are now likely to see an average of 26 advertising faces each day.
“What is so exciting about the 2014 results is that we are seeing growth across all formats. Technology is driving some of this, with the uptake of digital and mobile integration, but traditional, static formats are winning too. The potential for Outdoor to innovate and engage with consumers is really compelling, while the broadcast story remains strong,” said Moldrich.
“The OOH industry continues to deliver healthy results and evolve at the pace that audiences are demanding – and we have plans for further advancements in 2015. Watch this space,” said Moldrich.
|Category totals for 2014**:|
|Roadside Billboards (over and under 25 square metres)||$197.8 million|
|Roadside Other (street furniture, taxis, bus/tram externals,
|Transport (including airports)||$106.1 million|
|Category figures for Quarter Four 2014**:|
|Roadside Billboards (over and under 25 square metres)||$60.9 million|
|Roadside Other (street furniture, taxis, bus/tram externals,
|Transport (including airports)||$37.1 million|
*Figures have been adjusted from previously reported 2013/2014 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year.
**Figures may not add to total due to rounding.
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]