Net media revenue for the out-of-home (OOH) industry jumped 50.5% to $159.2 million in the Septrember quarter, according to the Outdoor Media Association (OMA).
Digital OOH (DOOH) revenue accounts for 61%t of total net media revenue year-to-date, an increase over the recorded 58.3% for the same period last year.
Year-to-date revenue increased 29.3% to $533.9 million.
“Our recovery to July this year indicated advertiser’s unwavering confidence in out-of-home’s effectiveness when lockdowns end," says Charmaine Moldrich, OMA CEO.
"While the current lockdowns in New South Wales and Victoria have momentarily slowed down our compelling recovery story, we are optimistic that quarter four, usually our best quarter, will really take off with increased spend going into the summer period.
"High vaccination rates are fuelling this optimism, with more people out and about very soon.
“All eyes are now on what we are doing to innovate the channel and make it an even more attractive buy into 2022.
"In November the industry will launch a suite of initiatives at a virtual OUT-FRONT event for agencies and advertisers that will set the stage for future audience measurement and campaign planning and buying."
This announcement comes after the OMA in early-September released the findings of its neuroscience study into the impact of OOH signs on the human brain. The research, conducted by Neuro-Insight, will introduce a qualitative measure that is being built into the industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure) as an additional tool to help agencies and advertisers plan and buy their OOH campaigns.
“For us it’s full steam ahead to get our new programs and initiatives into the palms of agencies’ and clients’ hands in the new year. And with freedom just around the corner, there is much to celebrate about being finally back out, about and together again,” says Moldrich.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.