UGG’s feels like love billboard
The out-of-home (OOH) advertising industry saw a boost for the third quarter of the year, with net revenue hitting $149.7m. The figures are a 12.2 per cent rise on the $133.4m posted in Q3 in 2013. Year-to-date revenue has increased by 7.8 per cent, tracking at $413.6m, up from $383.5m for the same time last year. Charmaine Moldrich, CEO of the Outdoor Media Association, says the industry has now had 17 out of 18 quarters of growth since the GFC.
Charmaine Moldrich, CEO of the OMA
She says, “We have seen some high impact OOH-only campaigns in quarter three that have achieved the visibility you can only get these days from outdoor. “It is also great to see more advertisers combining outdoor with traditional winter mediums like TV and online. “It is obviously working for the brands and this is supported by the Brandscience research we commissioned which told us that out-of-home acts as a media multiplier when combined with TV and online to increase ROI.” Digital now accounts for 15.8 per cent of total industry revenue, up from 13.9 per cent in Q2 of 2014. The OMA says it is seeing ‘unprecedented digital expansion’ this year, with more than 150 new digital screens launched across Australia. Moldrich says the industry’s use of technology is a factor in its continued growth. She says, “Opportunities for consumer engagement will only increase through the convergence of mobile and digital technology.” Category figures third quarter 2014: • Roadside billboards (over and under 25sqm) hit $49.2 million • Roadside other (street furniture, taxis, bus or tram externals, small format) brought in $48.2 million • Transport (including airports) reached $25.4 million • Retail saw $26.9 million Category figures year to date September 2014: • Roadside billboards (over and under 25sqm) post $138.1 million • Roadside other (street furniture, taxis, bus or tram externals, small format) saw $139.4 million • Transport (including airports) brought in $69.1 million • Retail is tracking at $67.0 million
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