The Out-of-Home (OOH) industry continues on a strong front, reporting a net revenue of $48.8m for the month of April, an increase of 19.5 per cent compared to the same month last year. The outdoor year to date revenue has increased by 21 per cent tracking at $196.7m, trending up from $162.5m for the same period in 2014. The Outdoor Media Association (OMA) says it represents 90 per cent of the OOH industry, which finished 2014 on a record high of $602m, a 10 per cent increase from 2013.

Charmaine Moldrich, CEO of the OMA

Charmaine Moldrich, CEO of OMA, says while other media fragments, OOH is performing well, as nine out of ten people leave home each day, which means that outdoor reaches more people on a daily basis than any other media. Moldrich says, “Outdoor is the last remaining broadcast medium, and we expect to see more advertisers using the channel as not only part of their campaigns but also as the lead channel for campaigns.” She says the industry growth can be attributed to the ‘effectiveness of the medium’, and that audiences will further increase as population increases. “Another contributing factor to growth could be the increased versatility and creativity available with outdoor. Advertisers are having greater impact with special builds as well as sampling and interaction,” Moldrich adds. The category figures for April show roadside billboards, over and under 25 square metres, on top with a $17.5m net revenue rise. Roadside other, which includes street furniture, taxis, bus/tram externals, as well as small format, made $15m. While transport, including airports, cleared $8.2m, with retail coming in last but still strong making $8.1m.  

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