The out of home media spend has leapt from modest growth for the first quarter this year to jump nine per cent for the second quarter, posting significant gains in roadside advertising.
According to Outdoor Media Association figures, revenue for the second quarter was $138.6m, up from $127.1m for the same period in 2013, and combined revenue in the sector for the six months ending June this year rose 5.5 per cent to $263.7m, up from $250.1m.
It follows a 7.1 per cent jump in yearly revenue to $543.8m for 2013 compared to 2012.
Print-heavy billboard revenue jumped 14.2 per cent to $46.4m while other roadside advertising – including street furniture; taxis, bus and tram wraps and signs; and other small format ads – was flat, rising only $800,000 to $45.9m.
This comes after billboard advertising was down $800,000 to $42.2m for the first quarter and roadside other gained just over one per cent to $45.3m, compared to first quarter 2013.
Both categories are up for the combined half-year totals, billboards rising seven per cent to $88.7m and other roadside edging up two per cent to $91.2m.
The two categories, which are still almost entirely print, made up about 65 per cent of out of home advertising in the quarter, down from 70 per cent last quarter.
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In not so good news for printers, the share of digital in the advertising mix again grew from 12.5 to 13.9 per cent, after jumping from 7.5 per cent in 2012. Digital’s upward trajectory is likely to continue as high-eyeball areas like shopping centres and airports increasingly switch to digital screens.
“The OOH industry has seen unprecedented digital expansion in the previous six months with the launch of over one hundred new digital screens across Australia,” the association says.
OMA chief executive Charmaine Moldrich says outdoor media audience has increased 3.6 per cent across all capital cities, according to the association’s measurement system, and now offers 400 million eyeballs a day.
“While other traditional media channels continue to decline in both audience and market share, OOH has recorded consistent growth since recovering from the GFC in 2010,” she says.
“The industry mainstay of effectively reaching mass audiences and driving awareness is expanding as opportunities for consumer engagement increase through the convergence of mobile and digital technology.
“Research released this year reveals that OOH advertising is increasingly creating desire, and driving trial and purchase for brands.”
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