Digital almost half of outdoor media

Digital accounted for 47.3 per cent of total outside advertising revenue last year, creeping up from 40.2 per cent in 2016, according to a the newly released annual report from the Outdoor Media Association (OMA).

Total revenue for the sector in 2017 was $837m, a 6 per cent increase year on year, from $789m in 2016.

Across different categories in the past year, Roadside billboards (over and under 25 square metres) generated revenue of $332.6m, Roadside other (bus/tram externals, small format, street furniture was $237.3m, Transport (including airports) was at $135m and Retail/lifestyle/other was $132.2m.

The OMA says outdoor advertising saw an audience growth of 2.2 per cent in the past year. Charmaine Moldrich, CEO of the OMA says, “The Commercial Economic Advisory Service of Australia (CEASA) report for 2017 shows Out of Home (OOH) outperforming the total media spend growth, with a 6 per cent growth in revenue versus the total media growth of 2.8 per cent. This result means OOH maintains its place in the top three revenue growth channels for 2017.”

Many companies in the space invested in digital conversion, with Adshel adding 150 digital screens to the Melbourne CBD and suburban railway stations. oOh!media doubled its large format digital billboards to total more than 260 in the market while QMS Media witched on the first roadside digital billboard in Canberra.

 APN Outdoor expanded its digital network to reach 100 digital billboards in 2017 and four new full motion and audio screens in Perth Railway Station. Bishop Outdoor Advertising was said to have worked closely with Councils to deliver new landmark digital sites in Bundaberg, Gladstone, Rockhampton and Ipswich. JCDecaux also continued its digital rollout across Sydney along with 12 new digital and WiFi enable payphone kiosks in Perth.

[Related: APN and oOh! battle over Adshel]

Print remained the major source of income for Adshel and APN Outdoor last year, while other companies saw digital overtake it. For Adshel, although print was at 50 per cent while digital was 30 per cent, revenue for the print sector went down to $110.9m last year from $112.1m the year before.

The OMA has also expanded, bringing in new members including GSP Print earlier this year.

Moldrich says, “The OMA now has a total of 40 members, representing approximately 80 per cent of the Out of Home (OOH) industry, to which we provide valuable member services and representation.

“We are proud of the depth of our membership, representing display companies as well as companies who provide a variety of OOH services. The OMA’s work across the core functions of policy and regulation, government relations, media relations, marketing, audience measurement, and member services, has proven pivotal for industry growth.

“Our Board and our membership continue to drive innovation and invest in technology that will grow our industry well into the future. With OOH advertising reaching 12.6 million people each day, seeing up to 30 OOH faces, the industry plays an integral role in thriving economy.”

The OMA is also dealing with changes within its board of directors, with Brad Bishopp, owner of Bishopp Outdoor Advertising retiring his position after eleven years to allow for incoming Chairman of MOOH, Christopher Bregenhoj; COO of APN Outdoor, Andrew Hines has beenh  replaced by CEO, James Warburton; and Global CEO of QMS Media, Barclay Nettlefold is replaced by CEO, John O’Neill.

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