Report shows outdoor ads work

Outdoor Media Association (OMA) says research by Deloitte Access Economics shows the Australian government at all levels benefit from out-of-home advertising.

Charmaine Moldrich, CEO at OMA says, “The OOH industry plays an important role in creating vibrant cities while contributing to our nation’s wealth. OOH is moving from strength to strength particularly as our populations become more urbanised and digital technology enhances what our signs can offer advertisers, governments and citizens.”

The report predicts these conditions pave the way for out-of-home media to be a primary media channel as it benefits both govt and community.

“At a time when many governments are grappling with budget deficits, the OOH industry provides a revenue stream, paying $1 in every $2 of revenue in rent and taxes to government and other landlords.

“We believe the best outcomes come from collaboration between the OOH industry and government, which in turn benefits the community. This research offers us encouragement to continue on this journey,” Moldrich says.

[Related: Out of home hits record Jan revenue]

Deloitte Access Economics has found that out-of-home media is a significant job creator in Australia.

John O’Mahony, partner at Deloitte Access Economics says, “For every person directly employed in the out of home industry, it supports another two jobs elsewhere in the Australian economy.”

The report, launched today at The Calyx, Royal Botanic Gardens, Sydney, identifies several branches of out-of-home growth, spanning the industry’s contribution to Australian GDP, $647m million, the number of jobs supported, 3,100 and the number of essential services delivered to the community, 17,664 items of public infrastructure.  

Megan Motto, CEO, Consult Australia says, “Signs of Growth is an excellent report that really drives home how influential Outdoor media is, and what a powerful role it has in shaping our communities and cities.”

These facts are from the Signs of Growth report.

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