The Australian Out-of-Home advertising industry has recorded its sixth year of consecutive revenue growth, increasing its growth rate to 17 per cent overall increase on net revenue last year compared with the year before, which was itself a record. Growth in 2014 was 10 per cent spike compared to 2013, which was itseklf 7.1 per cent up on 2012. For 2015 spend on outdoor media skyrocketed from $579.3m in 2014 to $677.8m in 2015, spelling good news for sign and display printers. Each qutrter of 2015 saw significant with a 21.6 per cent year-on-year increase for quarter one, in quarters two and three the positive growth continued with a 16.3 per cent and 14.2 per cent increase from the same periods in 2014, with the last quarter with a 16.6 per cent increase with a total net revenue of $213.4m.
Outdoor advertising has embraced technology
Digital was the biggest growth category in 2015, up by a huge 65 per cent in revenue for 2015 compared to 2014, but print is still the dominant media. CEO of the Outdoor Media Association Charmaine Moldrich says technology doesn’t replace traditional outdoor advertising but enhances it. “We’ve always seen technology as our friend and while it is a strong factor in driving our growth, it’s just the icing on the top of the tried and true outdoor poster that allows brands to say ‘I own this space’ complete with gorgeous creative,” she says. “By aligning with mobile and digital technologies, outdoor is able to connect advertisers with their audiences anywhere, anytime and it’s this trend that will be the main focus into 2016.” Category totals for 2015:
· Roadside Billboards (over and under 25 square metres) | $242.1m |
· Roadside Other (street furniture, taxis, bus/tram externals, small format) | $208.6m |
· Transport (including airports) | $126.4m |
· ^Retail/Lifestyle/Other | $100.7m |
Category figures for Quarter Four 2015:
· Roadside Billboards (over and under 25 square metres) | $77.2m |
· Roadside Other (street furniture, taxis, bus/tram externals, small format) | $64.5m |
· Transport (including airports) | $38.0m |
· Retail/Lifestyle/Other | $33.7 m |
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