Out of home (OOH) media has performed strongly for the second quarter of FY 2015, recording double digit growth of 16.3 per cent on its year-on-year net revenue. Outdoor Media Association (OMA) says the figures for the second quarter of FY15 net revenue show an unprecedented growth trend, up from last year’s $133.2m to $154.9m. Charmaine Moldrich, CEO of OMA, says: “Once again, the first half of 2015 highlights the strength of OOH. Our audiences continue to grow and our ability to broadcast and narrowcast to the nine out of ten Australians who leave home each day is strengthened by technology.”
The latest results follow on from the outdoor industries first quarter when revenue increased by 21.6 per cent year-on-year. Moldrich says the monthly results have been positive with the industry posting year-on-year increases of 19.6 per cent for April, 12.5 per cent for May, and 17.3 per cent for June. Increases are across all formats including billboards, street furniture, retail and transit; with digital revenue sitting at 22.8 per cent of total net revenue year to date. While outdoor digital is on the rise with some 250 installs in the last year, Moldrich says it is not the only force driving the growth in OOH media, and static media is here to stay with its continuous growth trend. “It is not only our digital expansion that is fuelling growth, we are seeing growth in our traditional signs as we see mobile and OOH work so seamlessly together,” she says. OMA figures for the second quarter of 2015 show for roadside billboards – over and under 25 square metres – to have increased from $46.3m to $52.8m year-on-year. The numbers kept growing for Roadside other, which includes street furniture, taxis, bus/tram externals and small format, increasing from $45.9m to $48.1m, compared to same period last year. Transport including airports grew from $24.2m to $29.3m with retail revenue growing from $16.9m to 24.8m. OMA says to seize the opportunity of this positive trend it has launched a new outdoor advertising Automated Transaction Platform – due to roll out in 2016 – with the objective to make OOH easier to buy. “The world-first one-stop hub will facilitate OOH media buys across all inventory Australia-wide. This is a significant next step in the evolution of the industry and we believe it will grow revenues across all formats,” says Moldrich.
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