Outdoor Media Association (OMA) has released its latest results, indicating a record breaking October for out of home media, with a net revenue increase of 19.4 per cent compared to the same time last year, which itself was a record.
In good news for wide format printers the out-of-home (OOH) industry saw year-on-year net revenue for October increase to $69.9m compared to $58.5m last year, although this included the spend on digital, which is growing at a humongous rate. OOH had a bumper month in September as well, recording a 23.1 per cent year-on-year revenue increase, following on from positive monthly results of 9.5 per cent for July, and 6.3 per cent for August. Speaking with Australian Printer, Charmaine Moldrich, OMA CEO, has attributed the continuous revenue rise to be due to the growing Australian population and advertisers investing to attract more clients. Moldrich says, “Regardless of what delivery method you use in Out-of-Home (OOH), static or digital, one thing remains true – OOH is the ultimate broadcast medium and growing. “Our latest Move data update shows OOH audiences have increased 3.4 per cent year on year. Growing audiences, coupled with audience fragmentation of other channels and innovation in the OOH offering has obviously increased investment from advertisers, so it is no surprise that the outdoor industry is seeing a continued rise in revenue.” Year-to-date revenue for outdoor has increased by 17.1 per cent, tracking at $532.8m, up from $454.8m for the same time last year.
Charmaine Moldrich, CEO of the OMA
Digital Out-of-Home (DOOH) year-to-date now accounts for 25.3 per cent of total revenue, up from 16.5 per cent of total revenue for the same period last year. Category figures for the month showed roadside billboards (over and under 25 square metres) to gain $25.3m. Roadside other, which includes street furniture, taxis, bus/tram externals0, and small format, made $21.6m. Transport (including airports) for October 2015 made $12.0m with retail, lifestyle and other climbing the $11.0m ladder.
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