Out-of-home (OOH) net media revenue grew 43.7% to $244.6 million in the September quarter, according to the Outdoor Media Association (OMA).
Digital OOH (DOOH) revenue accounts for 62.5% of net media revenue year-to-date, up from 57.6% for the same period last year.
OMA CEO Charmaine Moldrich said: “Quarter three sees the industry almost on par with pre-pandemic revenue. This continued growth is in line with our projections for recovery. Driving our success is our concerted effort as an industry to launch new research and tools into the market.
“To-date in 2022 the OMA has launched a raft of tools making easier to plan and buy Out of Home campaigns. This includes the Neuro Impact Factor (NIF), a qualitative metric which goes beyond attention to measure the impact of Out of Home campaigns. The NIF is part of the upgrade of MOVE which allows for the measurement of digital campaigns; both metrics are supported by industry-wide standards.
“These initiatives, and the building of the new measurement platform MOVE 2.0, have undoubtably spurred the raft of new members, with eight so far this year, bringing us close to representing a 100% of the industry."
The OMA has added three members this quarter: Blue Tongue Outdoor, SureVision and Veridooh.
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