Full year net media revenue for the out-of-home (OOH) industry increased 1.5% to $935.5 million in 2019 (up from $921.6* million for 2018), according to the Outdoor Media Association.
Digital out-of-home (DOOH) revenue, accounting for 55.8% of total net media revenue (exclusive of commission, production and installations) year-to-date, showed an increase over the recorded 52%* for the same period last year.
Transport, including airports, was the strongest category performer percentage-wise with $169.4 million net media revenue, up from $159.4 million in 2018.
The biggest OOH category, roadside billboards (over and under 25 square metres), was down 1.91% on the previous year, with net media revenue of $369.4 million ($376.6 million in 2018).
But roadside other (street furniture, bus/tram externals, small format) was up slightly, by $9,600, at $266.5 million.
Category retail, lifestyle and other also posted an increase at $130.2 million ($128.8 million in 2018).
“The later part of 2019 proved to be a challenge for the advertising industry driven by the economic downturn. Out-of-home was not immune from this,” says Charmaine Moldrich, CEO of OMA.
“However, OOH continued to grow in this challenging market and remains the only traditional media channel to do so, reporting growth of 1.5%.
“This demonstrates how solid the industry is, particularly when it comes to innovation. Fuelled by the industry’s commitment to investment in technology, people and its signs, providing advertisers with the confidence that out-of-home delivers scale, impact and reach, with immediacy and flexibility.
“Out-of-home’s audiences continue to outstrip population growth; this coupled with the ability to be ‘always on’ and broadcast 24/7 to 93% of the population every day means it is a channel that is a must-have on any media plan."
OMA, the peak industry body, estimates that it represents approximately 80% of the OOH industry in Australia; outdoor media display companies and production facilities, and some media display asset owners.
Its 2019 revenue results figures represent advertiser campaigns posted in each quarter and also include all direct sales, which are estimated at 10% of total bookings.
* Previously released revenue figures have been adjusted to reflect changes in the OMA membership.
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