Digital media is fast catching print in outdoor media revenue as asset holders race to convert infrastructure.
Digital now accounts for 44 per cent of outdoor revenue, up by a third on last year’s figures. Cairns Airport has just announced it will become an all digital site, with no print at all.
The Out of Home (OOH) industry achieved net media revenue of $59.2m for February, an increase of 2.1 per cent from last February’s figure of $58m. The Outdoor Media Association (OMA) says this is a year to date growth of 6.7 per cent.
Print media still makes up the largest slice of the pie, at 56.2 per cent, although the gap is shortening. According to OMA, digital OOH net media revenue makes up 43.8 per cent of total net media revenue year to date.
Charmaine Moldrich, CEO, OMA says,“Out Of Home is delivering growth and we anticipate that this will continue as a result of the industry’s investment in digitisation, insights and innovation to drive results for advertisers.”
The OOH industry finished 2016 with a 15.8 per cent increase, taking the industry’s net media revenue to a record high of $789.5m, up from $682.1m in 2015, according to OMA.
Category figures February 2017:
|
· Roadside Billboards (over and under 25 square metres) |
$23.9m |
|
· Roadside Other (street furniture, bus/tram externals, small format) |
$15.9m |
|
· Transport (including airports, bus internals and train stations) |
$9.8m |
|
· Retail, Lifestyle and Other^ |
$9.7m |
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