The country’s out-of-home (OOH) media industry has recorded its most successful first quarter ever, with an increase of 22.4 per cent in net revenue to $149.4m compared to the same period last year, which saw $122m spent. Latest OOH figures show the industry on a positive trend since January 2015, which saw a net revenue growth of 18.6 per cent, and 23.8 per cent for February year-on-year. The rise continued in March, which saw a net revenue growth of $58.4m, with an increase of 24.2 per cent year on year. The continuing strong growth of outdoor media is good news for printers that have invested in wide format printing, with most outdoor media still print, and the amount of print still growing. Digital outdoor is growing at supersonic speed, with printers advised to look into supplying digital media as well as print.
Speaking with the Australian Printer, Charmaine Moldrich, CEO of Outdoor Media Association (OMA) says: “We know that nine out of ten people leave home each day, which means that outdoor reaches more people on a daily basis than any other media, and this is becoming more important as audiences fragment for other media. “Outdoor is the last remaining broadcast medium, and we expect to see more advertisers using the channel as not only part of their campaigns but also as the lead channel for campaigns.” She says the industry growth can be attributed to the ‘effectiveness of the medium’, and that audiences will further increase as population increases. “Another contributing factor to growth could be the increased versatility and creativity available with outdoor. Advertisers are having greater impact with special builds as well as sampling and interaction,” Moldrich adds. “We also have benefited greatly from new technology: not only with sampling, consumer engagement and mobile innovations but also with new digital billboards which shorten campaign lead-times and allow for more targeted messages. While technology is driving some mediums backwards, in outdoor it is propelling us forward.” The latest data shows roadside billboards, over and under 25sqm, for the first quarter of 2015 grew nearly eight per cent to $53.9m year-on-year, compared to $42.3m the year before. Transport, including airports, grew nearly seven per cent for the 2015 first quarter from $19.2m to $29m year-on-year. However, roadside other – which includes street furniture, taxis, bus/tram externals, small format – saw a steady growth from $45.3m to $47.3m. Moldrich says the strategies that OMA has employed to see such ‘unprecedented’ growth in the industry is investing in research, and continuing its development of the audience measurement system Move. “The outdoor industry has over the last year invested in research ranging from frame of mind when people are out, and about to changes in behaviour over summer and how effective outdoor is when combined with online and TV,” she says. “We know that outdoor can provide a ‘big brand’ perception when used by online companies, as witnessed with the highly effective Spotify campaign that ran last year.”
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