Outdoor tracking well but market getting tight

Outdoor media companies benefited from a strong start to the year. However, the third quarter comparisons were softer, rising three per cent from $108m to $111m.

Helen Willoughby, CEO of the OMAA says there has been significant investment made by operators in research and development over the past number of years, culminating in new products and technologies aimed at enhancing the consumer experience that have positioned the industry well for the long term.

She says, “Most importantly we are getting closer to introducing the first industry-wide audience measurement system for outdoor media in Australia which will give media buyers and advertisers greater confidence in reach of their campaigns.”

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