The Out of Home (OOH) industry has grown half-yearly revenue by 18 per cent to $697.3million, according to the latest figures by the Outdoor Media Association.
The category that grew quickest was Transport, which includes advertising at railways, stations and airports. This was up by 36 per cent to $104.4 million, buoyed by the rollout of Sydney Metro CBD advertising and growth in major airports.
The largest category remains roadside billboards, which grew a healthy 16 per cent.
Digital Out of Home (DOOH) revenue now accounts for 76.1 per cent of total net media revenue, an increase from last year’s 74.4 per cent for the same period.
On the release of Q2 results, OMA chief executive Elizabeth McIntyre said: “The continued double-digit growth of Out of Home demonstrates the industry’s critical role in today’s media mix. With OOH delivering the strongest ROI across major media channels, it’s no wonder that we’re seeing sustained investment and confidence within our industry.”
The OOH sector’s growth is broadly in line with oOh!media’s half yearly figures, which were revealed earlier this week. Australia’s largest outdoor company lifted revenue by 17 per cent to $336.2 million, with strong gains in Roadside and Airports.
Earlier this week, outgoing CEO Cathy O’Connor told B&T the rise of OOH over the past five years has been a big highlight of her tenure.
“From the day I walked in the door and during COVID, we ended up at 10 per cent of SMI bookings. Today, we’re now at 16.5 per cent and counting. I’m enormously proud of the role oOh!media has played as a big advocate for the channel,” she said.
