Out of Home continues growth

By AdNews | 1 July 2014
 

The Out of Home advertising sector has recorded another jump in revenue, rising 9% in the second quarter compared to a year ago.

At the same time year-to-date revenue is up 5.5% compared to the same time last year.

Figures supplied by the Outdoor Media Association showed second quarter revenue rose from $127.1 million* in 2013 to $138.6 million.

Year-to-date revenues lifted to $263.7 million from $250.1 million*.

OMA CEO Charmaine Moldrich said there had also been a healthy rise in the number of people exposed to outdoor advertising according to the MOVE measurement system.

“The first half of 2014 has been incredibly exciting for OOH,” Moldrich said.

“We have seen an increase in audiences of 3.6%, with audience growth reported across all mainland capital cities. While other traditional media channels continue to decline in both audience and market share, OOH has recorded consistent growth since recovering from the GFC in 2010."

The sector has also continued to boost its share of the digital spend.

Revenue from digital accounted for 13.9% of total revenue in the second quarter, up from 12.5% in the first quarter
2014.

Category figures second quarter 2014

· Roadside Billboards (over and under 25 square metres) $46.4 million

· Roadside Other (street furniture, taxis, bus/tram externals, small format) $45.9 million

· Transport (including airports) $24.2 million

· Retail $22.1 million

Category figures year to date June 2014

· Roadside Billboards (over and under 25 square metres) $88.7 million

· Roadside Other (street furniture, taxis, bus/tram externals, small format) $91.2 million

· Transport (including airports) $43.7 million

· Retail $40.1 million

*Figures have been adjusted from previously reported 2013 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year.

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