The out-of-home market has continued its growth and boasted a 13% increase in audience numbers, according to this year's Measurement of Outdoor Visibility and Exposure (MOVE) report.
The 2012 results, released today, show a 13% increase in the medium's total daily contacts, reaching 338 million in comparison to the 299 million figure the industry released in 2011. The findings took into the account the market's 5.5% increase in available signage, as well as bus and transit audiences.
The audience growth was bolstered by the medium's rising revenue figures, recording a half yearly growth of 3%.
Outdoor Media Association and MOVE chief executive Charmaine Moldrich said: “The OOH industry continues to experience terrific growth, outstripping other traditional media channels. In June this year we reported our tenth consecutive quarter of growth since the launch of MOVE, and we are confident MOVE has contributed to this".
Since MOVE's September 2011 data report, the system has been updated to include new sites, remove old sites and account for site transers between operators.
“All updates and changes to data for 2012 are the result of changing market conditions and a methodology update to the transit model within MOVE. MOVE is now able to further prove the strength of OOH by reporting on OOH’s ability to connect advertisers with even more people daily,” Moldrich said.
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