Outdoor advertising industry growth

Posted by AFN Staff Writers on 10th April 2013

The outdoor advertising industry in Australia has had a good start to the year, recording 3.8 per cent growth, from an increase in sales revenue to $122.1 million, according to first quarter figures from the Outdoor Media Association (OMA).

The first quarter 2013 sales revenue is up from $117.6 million for the same period in 2012. The Out-of-Home (OOH) industry ended 2012 with overall growth of close to 2 per cent and for the first time reached $500 million in revenue.

“Growth in the first quarter is a reflection of the industry’s ability to weather the vagaries of the market. OOH continues to maintain its position as a channel that is in space of its own, growing while other mainstream media channels are being challenged,” said Charmaine Moldrich, CEO of the Outdoor Media Association. “The OOH industry continues to remain competitive in today’s changing media landscape because we work together to thoroughly understand our audiences,” she said.

There has been an increase of 9 per cent in total daily contacts, up to 385 million from 355 million in 2012, according to data launched in March 2013, which was captured by MOVE, the industry’s audience management system.

“Our members are embracing technology, which is giving advertisers more opportunities and local and global trends are demonstrating that more people are spending a greater amount of time outdoors, making us increasingly relevant in today’s fragmented media market,” said Ms Moldrich.

Revenue for roadside billboards (over and under 25 square metres) for the first quarter of 2013 was $44.9 million; for other roadside advertising (street furniture, taxis, bus/tram externals, small format) revenue was $42.1 million; for transport advertising (including airports) revenue was $19.4 million; and for retail revenue was $15.6 million.

OMA said that as the OOH industry embraces new technologies and converts static signs to digital, the OMA will be reporting its digital revenue as a percentage of overall revenue annually. OMA members estimated that digital revenue made up 12 per cent of its overall revenue of $503 million in 2012.

The OMA estimates that it represents 90 per cent of the OOH industry.

Outdoor Media Association