The Out of Home (OOH) industry has announced an increase of 1.5 per cent on net media revenue for 2019, reporting $935.5 million in revenue – up from $921.6 million in 2018, according to the Outdoor Media Association (OMA).
However, Q4 saw a decrease of 2.3 per cent on net media revenue year-on-year, posting $269.9 million, slightly down from $276.3 million for quarter four 2018.
It also announced that Digital OOH (DOOH) revenue accounted for 55.8 per cent of total net media revenue year-to-date, an increase over the recorded 52 per cent for the same period last year.
OMA CEO Charmaine Moldrich said OOH is maintaining its growth position and that last year marked its tenth consecutive year of growth.
“[This reflects] advertiser trust in the channel and investment into a data-driven digital network. Out of Home has proven to be a true broadcast medium and plays an ever more important role in the community, as seen with OMA members’ support for the bushfire appeal,” Moldrich said.
“The latter part of 2019 was a challenge for the advertising industry as a whole. We are pleased that Out of Home maintained its position as one of a few growing media channels.
“Out of Home has the advantage of being ‘always-on’ and plays an essential role in the media mix. Our relative stability in a difficult market environment reflects our inherent value to advertisers.”
Look Up campaign results
OMA has also released the survey results from its industry-wide Look Up campaign, showing that people are looking up more.
The campaign first appeared on signs in January 2019 and is based on findings from neural and systems complexity specialist Dr Fiona Kerr.
Dr Kerr’s research found that the act of ‘looking up’ can have life-changing benefits, by encouraging connection with the world around us and each other.
OMA ran the campaign for a second phase in July 2019.
The research garnered from the January campaign, which ran for four weeks, showed that the campaign was recalled by 33 per cent of people and of those people, 50 per cent said they were making an effort to look up more, and 30 per cent talked to a friend or family member about the campaign.
The research gathered from the second phase in July, where the campaign ran for eight weeks, showed an increase in engagement with 45 per cent of people recalling the campaign; 67 per cent saying they were making an effort to look up more and 48 per cent talking to a friend or family member about the campaign.
“The results speak for themselves with more and more people engaging with the campaign and changing their behaviour. We are pleased that we are inspiring people to look up more,” Moldrich mentioned.
“When you look up you not only see lots of things – including signs, brands, and the world around you – but it helps your brain to make more connections. The research from the 2019 campaign has reinforced what we know to be Out of Home’s strengths: its effectiveness in brand building and behavioural change, as well as its ability to drive people to seek more information online.”
As a result of the campaign’s success in 2019, the Look Up campaign will be launched on digital signs nationwide for four weeks.
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