The Out of Home (OOH) industry has increased by six per cent on net media revenue for 2017 compared to 2016, with the growth driven entirely by digital signage, according to the latest figures from the Outdoor Media Association (OMA).

Revenue for 2017 is $837.1m, up from $789.5m for 2016, the industry’s eighth consecutive year of growth.

However, underneath these figures, revenue from classic outdoor is down $31m, from $472.1m in 2016, to $441.1m in 2017.

Digital OOH revenue accounts for 47.3 per cent of total net media revenue year-to-date, an increase over the recorded 40.2 per cent for the same period last year.

The figures are divided into four broad sections, roadside billboards, roadside other, which includes street furniture, bus/tram externals, small format, transport including airports, and the final category, retail, lifestyle and other.

With the exception of transport, which shrunk a modest $1m from $136.3m to $135m, all others saw growth. Roadside billboards led the charge with a revenue increase of $36.2m, from $296.4m in 2016, to $332.6m in 2017.

Among the major signage players, oOh!media now has a larger proportion of its total revenue from digital as opposed to classic, despite having purchased Keith Ferrel’s Cactus Imaging in 2016, leading to improved supply chain efficiencies, the company also bought digital content specialists Junkee Media in the same year, adding to its non-print revenue. Over at APN, digital has almost reached 50 per cent of revenue.

Charmaine Moldrich, CEO, OMA says, “We know that OOH audiences have grown by 23 per cent over the last seven years, over-indexing population growth of 14.9 per cent. This continued wave of growth puts us in an enviable position as we head into 2018.

“As the OMA buckles up for an ambitious program in the lead up to its 80th birthday in 2019, I look forward to another exceptional year of growing and innovating the OOH industry in concert with members and the Board.”

Steve O’Connor, chairman, Outdoor Media Association, says, “These results prove that OOH is a strong channel in the media mix. This is testament to our industry’s drive – rather than resting on our laurels, we continually invest in our platform to ensure we are delivering more to advertisers. We will continue to see this commitment in 2018 and beyond.

2017:

Total: $837.1m
Print: $441.1m
Digital: $396m

2016:
Total: $789.5m
Print: $472.1
Digital: $317.4m

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