According to the Outdoor Media Association (OMA), the buoyant revenue results add to the strong year experienced by the industry. In February 2010 it launched its Audience Measurement System Move (Measurement of Outdoor Visibility and Exposure) providing accountability and transparency to advertisers.

In September the industry also launched a major econometric research project, Oustsmart, which proved the medium’s ability to deliver return on investment.

The Association adds that the 19 per cent growth represents market growth of five per cent when compared to 2008 figures when the industry was at its peak following a six year growth period that saw it increase revenue by a massive 74 per cent from 2002 to 2008.

Part of the industry’s growth, despite the 2009 downturn, can be attributed to investment in growing its inventory, according to the OMA

Charmaine Moldrich, CEO of the OMA says, “Last year was an exceptional year for the industry. After five years and a $10m investment, we launched our Audience Measurement System, which has been embraced by the media buyers and advertisers.

“Getting MOVE to market was a major achievement for the industry. Last year’s close to $80m revenue growth, following the downturn in 2009, makes for an optimistic outlook for 2011.”

Sector performances throughout 2010 include:

Roadside Billboards (over and under 25sqm) – $167.4m

Roadside Other (street furniture, taxis, bus/tram externals, small format) – $175.4m

Transport (including airports) – $66m

Retail – $68.6m

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