Digital OOH takes nearly 20% of outdoor revenue

Rachael Micallef
By Rachael Micallef | 16 January 2015

The Australian Out of Home (OOH) industry has posted a 10% increase on net revenue over 2014, hitting $602.1 million from $547.6 million in the previous year, according to figures from the Outdoor Media Association (OMA)

Quarter four showed the most growth over the year at 15.6% compared to the same quarter in 2013, with the winter months also showing a 11.6% increase.

In addition, the OMA claims digital out of home now represents 18.8% of revenue in the sector, an increase of 66% over the year.

“OMA CEO Charmaine Moldrich said the results solidify the value of outdoor in media plans.

“What is so exciting about the 2014 results is that we are seeing growth across all formats,” Moldrich said.

“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.”

In addition, OMA has said the industry has increased eyeballs too. Using its own measurement, MOVE – Measurement of Outdoor Visibility and Exposure – the OMA said there was an increase of 3.6% in totally daily contacts measured. This was a total of 400 million contacts over the year, an increase from 386 million in 2013.

It means Australians are likely to see an average of 26 advertising faces a day.

“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.

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