The Australian Out-of-Home (OOH) industry saw a surge in net media revenue growth for 2016, with a 15.8 per cent rise, taking the net media revenue to $789.5m up from $682.1m in 2015.
This was the third year in a row where the industry ended in double digit growth; quarters one, two, three and four saw growths of 19.1 per cent, 18.1 per cent, 14.8 per cent and 12.5 per cent respectively. The digital OOH share led the rise, with rises of 36 per cent, 37.3 per cent, 38.8 per cent and 40.2 per cent respectively over the quarters.
CEO of the Outdoor Media Association Charmaine Moldrich says, “According to the Commercial Economic Advisory Service of Australia (CEASA) 2016 half-year update, OOH and online were the only media channels to experience growth, with OOH overtaking revenue spent on regional television advertising. And as our cities become more populated – 94 per cent of Australians are expected to be living in cities by 2050 – OOH offers the biggest audience in town,” she says.
[Related: Out of home up 20 per cent in Aug]
According to the Move data update, OOH audiences grew 20.3 per cent over the previous six years, over population growth of 13 per cent.
“Our intention is to keep abreast of this rapidly changing media market and in 2017 our world class Audience Measurement System – Move – will be enhanced through the integration of customer data from emma (Enhanced Media Metrics Australia). This will give media planners the ability to segment audiences like never before by delivering more relevant and targeted messages. This is going to be a very powerful tool in the OOH arsenal, if not the game changer, in the years ahead,” Moldrich says.
She explains in 2017 the industry will be launching its automated transaction platform making the buying the planning of OOH easier.
“Alongside the launch of Open, the third book in a series that showcases the best of the best OOH creative from across the globe. We will also continue to work across all levels of government promoting the utility that OOH, through its connected signage network, can offer cities. I am looking forward to working with the OMA’s Board and members to achieve this ambitious program,” she says.
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