Outdoor media is on track for another huge growth year with a busy third quarter putting year-on-year results in line with last year’s record revenue gain.

According to Outdoor Media Association (OMA) figures, revenue for the third quarter was $149.7m, up from $133.4m for the same period in 2013, and combined revenue in the sector for the nine months ending September this year rose 7.8 per cent to $413.6m, up from $383.5m.

These results put the industry on track to match or even eclipse the record 7.1 per cent jump in yearly revenue to $543.8m for 2013 compared to 2012.

Print-heavy billboard revenue again led gains, rising 11 per cent to $49.2m while other roadside advertising – including street furniture; taxis, bus and tram wraps and signs; and other small format ads – was flat at $48.2m.

Both categories are up for the combined half-year totals, billboards rising 8.5 per cent to $138.1m and other roadside edging up 2.3 per cent to $139.4m.

The two categories, which are still almost entirely print, made up about 65 per cent of out of home advertising in the quarter, the same as last quarter but down from 70 per cent in Q1.

 [Related: More outdoor media news]

In not so good news for printers, the share of digital in the advertising mix again grew from 13.9 per cent to 15.8 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 OMA says the industry has seen unprecedented digital expansion in 2014 with the launch of more than 150 new digital screens across Australia.

OMA chief executive Charmaine Moldrich says: “Outdoor is the only traditional advertising medium still seeing growth, and we attribute this to our versatility and innovative use of technology.”

“Opportunities for consumer engagement will only increase through the convergence of mobile and digital technology.”

Moldrich says more advertisers are combining outdoor with traditional winter mediums like TV and online.

“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,” she says.

“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 return on investment.”

The association wants to keep the growth trend going into what is usually a quiet fourth quarter as spending takes a sharp dive in November through to January.

Moldrich says advertisers should be spending more in summer as it is the best time to get their campaigns exposure.

“We have seen advertising spend decrease at this time for more than 10 years, it is as if advertisers are sending their brands on holidays when it is actually the best time to be outside broadcasting to a cashed up and relaxed population with time on their hands to shop,” she says.

“We wanted to highlight this opportunity for advertisers, that summer is an uncluttered time of year and also the perfect time to use outdoor.”

An omnibus survey of 1500 Australians found 54 per cent are more aware of outdoor advertising in summer.

Some 33 per cent of respondents say they watch less TV in summer, and 21 per cent spend less time online. Shopping, eating out and visiting family and friends were also more popular during the warmer months.

“It is common sense, really. Of course people are spending more time out and about with the longer, warmer days. They are also spending more time travelling and shopping as they have more leisure time. All of which are prime places for outdoor advertising,” Moldrich says.

The OMA research follows a study by oOH! Media and Leading Edge Research, which found that 83 per cent of people spend more time outdoors in the summer months, with 80 per cent visiting shops more often and 66 per cent dining at cafes.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter