Outdoor signage in boom period

Numbers released from the Outdoor Media Association (OMA) reports out-of-home (OOH) signs are booming with year-on-year growth as audiences expand by 20 per cent as year over the past six years.

Research group Move (Measurement of Outdoor Visibility and Exposure) – partnering with the OMA – has found 2016 marks the sixth year of consecutive growth for outdoor signage, with 12.4 million people reached daily in Australia.

Figures from Move’s report also exposed impressive audiences increase as some 200,000 more people, on average, are exposed to OOH print and digital signs each day.

“Move tells us that 9 out of 10 Australians leave home each day. Our latest research provides us with proof that when people leave their homes, their primal instincts kick in, making them more alert and receptive to advertising messages,” says Charmaine Moldrich, OMA and Move chief executive,

“Brands, agencies and media owners all share the same goal – to grab the attention of their audiences – and the 2016 update proves that if you want eyes, then OOH is a clear winner.”

National audiences for OOH content has grown by 2.8 per cent year-on-year, and the industry’s latest figures for August 2016 sees year-on-year growth at 18.2 per cent building on last year’s annual growth of 17 per cent.

The OOH industry also reported a monthly revenue of $62m for August, up from the same month last year which posted a net revenue of $51.6m, also marking a record August for the market.

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