Net revenues for July to September came in at $111.4 million, up from $85.8 million for the same period in 2009, according to figures from the Outdoor Media Association (OMA).

The Roadside Billboards sector recorded revenues of $38.7m, while the Roadside Other sector notched up $39.7m. The Transport and Retail sectors recorded revenues of $16.4m and $16.6m, respectively.

The result means revenues for the year to date are up 20% on the same three quarters in 2009.

The sector has recorded consistent growth following a surge in sales beginning in November 2009.

It’s a trend that has been seen on the ground, according to Melbourne-based Omnigraphics sales director Nathan Sable.

“Over the last 12 months, we have seen more consistent turnover, and increased turnover,” he said.

Sable told ProPrint that the large-format sector had enjoyed a considerably milder GFC than most.

“We certainly weren’t as badly affected as other industries,” he said.

However, Roger Cameron, managing director of Melbourne-based Evan Evans, told ProPrint he isn’t convinced every aspect of the sector is experiencing growth.

“It has picked up, but it is still a very competitive market,” he said.

“We’re doing well, but my gut feeling is that it’s not new business that we’re getting, but that it’s other people’s business. I’m not sure that the market is actually growing.”

OMA chief executive Charmaine Moldrich said the association expected to record further growth in the final quarter of 2010.

She also pointed to recent research that claimed out-of-home advertising delivered a higher return-on-investment for advertisers.

The study, conducted by Brand Science, said that OOH advertising returned a high ROI when employed as a standalone or as part of a total campaign mix.

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