The Out-of-Home media (OOH) industry has kick-started 2016 on the back of an ‘all-time high’ year-on-year (YOY) net revenue.
The Outdoor Media Association (OMA) has recorded a 17 per cent overall increase for YOY revenue, with earnings of $677.8m for 2015, up from last year’s $579.3m.
This represents a surging increase over the impressive ten per cent growth 2014, and the 7.1 per cent growth in 2013.
Revenue growth for outdoor media has been tracking up strongly in recent years, with both print and digital driving profit for the industry, however a 17 per cent increase is above expectations, with the OMA’s confidence in outdoor print success is proving to be well-founded.
Moldrich says OOH revenue triumph in the midst of a shaky print industry can be credited to welcoming digitisation, however she continues to assert the power of printed posters and advertisements.
“While technology is a strong factor in driving our growth, it is just the icing on the top of the tried and true outdoor poster,” she says.
Moldrich says she is ‘delighted’ with the 2015 results for OOH media, and again predicts more success for an already booming industry.
“2015 was such a pivotal year for the industry in laying the foundations for 2016 and beyond, and all this bodes well for continued growth,” she says.
[Related: Success streak for OOH]
The OMA reports the demand for Digital Out-of-Home (DOOH) media was a driving factor in the industry’s climbing revenue, it now represents 28 per cent of total earnings for OOH, up by 65 per cent on the previous year.
OMA data reports roadside billboards, both digital and printed, as the highest grossing category in OOH media at $242m. OMA’s Moldrich says the immediacy and reach of this category is the driving factor in consumer interest and revenue success.
Category totals for 2015:
|
-Roadside Billboards (over and under 25 square metres) |
$242.1 million |
|
-Roadside Other (street furniture, taxis, bus/tram externals, |
$208.6 million
|
|
-Transport (including airports) |
$126.4 million |
|
-Retail/Lifestyle/Other |
$100.7 million |
Category figures for Quarter Four 2015:
|
– Roadside Billboards (over and under 25 square metres) |
$77.2 million |
|
-Roadside Other (street furniture, taxis, bus/tram externals, |
$64.5 million
|
|
-Transport (including airports) |
$38.0 million |
|
-Retail/Lifestyle/Other |
$33.7 million |
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