Outdoor Media Association says the outdoor industry revenue increased in the third quarter by 7.2 per cent, up from $186.4m to $199.9m, with digital revenue now nearly half.
Digital revenue is up from 38.8 per cent to 46 per cent for the third quarter, with static (print) still drawing the majority of the spend.
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Charmaine Moldrich, CEO, OMA says, “This continued growth, since the GFC in 2009, is a reflection of OOH’s ability to be a viable advertising channel despite the major disruption other traditional and new media channels are facing. OOH has a credible and proven metric, its audiences continue to grow and the industry’s investment in digital signs are a few of the reasons that sees our revenue growth go from strength to strength.
“And our clients are embracing the many new opportunities to engage with audiences, we are seeing more and more innovative and creative campaigns that are getting a reaction. Advertisers are using the strength of OOH as a media multiplier and leveraging on the platform’s ability to deliver creative opportunities everywhere.”
For the third quarter, roadside billboards increased from $70.4m to $79.6m, roadside other increased from $55m to $59.1m, transport including airports decreased from $32.7m to $30.6m and retail, lifestyle and other increased from $28.4m to $30.6m.
Outdoor giant oOh! Media has shown strength in digital surpassing its traditional signage with digital this year when it released its half year results.
Its results show the outdoor giant’s digital revenue growing from 44.5 per cent to 52.1 per cent, which it says is the first time digital has taken over from traditional billboards. However, the company has 13,000 traditional billboards across Australia and New Zealand compared to its 8,000 digital billboards across Australia and New Zealand.
Digital at APN is now a third of its revenue, with its half year results showing digital revenue up 27 per cent.
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