Out of home media showed modest growth in the first quarter of 2014, up 1.75 per cent compared to the first quarter of 2013, though billboards fell almost two per cent.

According to Outdoor Media Association figures, combined revenue in the sector for the three months ending March this year rose to $125.1m compared to $122.9m in the same period last year.

It follows a 7.1 per cent jump in yearly revenue to $543.8m for 2013 compared to 2012.

Print-heavy billboard revenue was down $800,000 to $42.2m but this was partially offset by growth in other roadside print advertising – including street furniture; taxis, bus and tram wraps and signs; and other small format ads – up just over one per cent to $45.3m.

The two categories, which are still almost entirely print, make up about 70 per cent of out of home advertising.

[Related: More outdoor media news]

In not so good news for printers, the share of digital in the advertising mix grew from 11.3 to 12.5 per cent, after jumping from 7.5 per cent in 2012. Digital’s upward trajectory is likely to continue as high-eyeball areas like shopping centres and airports increasingly switch to digital screens.

OMA chief executive Charmaine Moldrich is optimistic about the growth pattern continuing in 2014.

“Research shows Australians are spending more and more time outside and are increasingly using technology to engage with out of home advertising,” she says.

“Outdor continues to be an effective broadcast medium, while continuously innovating with new technologies to increase consumer impact and interaction.”

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