Out-of-Home (OOH) media has posted another double digit growth, recording a year-on-year net revenue increase of 13.1 per cent for the third quarter of 2015.
The latest figures show the year-on-year net revenue to have increased from $141.4m for the third quarter of 2014 to $160m for the same period this year. The year-to-date revenue has increased by 16.8 per cent, tracking at $462.9m, up from $396.3m for the same time last year. 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. Charmaine Moldrich, CEO of the Outdoor Media Association (OMA), says “In this fragmented media world, clients are realising that OOH is the one medium they can rely on for reach and visibility, and this shows in our current revenue winning streak which has lasted 21 of 22 quarters since the GFC.
Charmaine Moldrich, CEO of the OMA
“While digital expansion plays a role in fuelling growth, we are seeing strong gains in our traditional signs which, according to leading marketers interviewed for our recent Summer trade campaign, continue to play a key role in the success of OOH campaigns. “With our Automated Transaction Platform rolling out in 2016, and bringing OOH into the media buying mainstream, we look forward to OOH further solidifying its place alongside TV and online, as a leading platform for ad campaigns.” Category figures for the third quarter for 2015 shows roadside billboards increasing from last year’s $48.4m to $56.5m. Roadside other – which includes furniture, taxis, bus/tram externals, and small format – also increased from last year’s $48.2m in the third quarter to $48.6m this year. The other big winner was transport (including airports), which grew by $5m from prior year’s $25.4m to $30.4m this year. Retail, lifestyle and other increased by just over $5m to $24.5m from last year’s Q3 of $19.4m.
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