Third quarter OOH up as digital rises

The Out of Home (OOH) industry increased its net media revenue 7.2 per cent in the third quarter of 2017, posting $199.9m, up from $186m for the third quarter in 2016, according to figures from the Outdoor Media Agency (OMA).

Digital revenue grew by around 20 per cent, and is now sitting at 46 per cent of total net media revenue year-to-date, an increase over the recorded 38.8 per cent for the same period last year.

Charmaine Moldrich, CEO, OMA says, “This continued growth, since post the GFC in 2009, is a reflection of OOH’s ability to be a viable advertising channel, despite the major disruption other traditional and new media channels are facing. OOH has a credible and proven metric, its audiences continue to grow, and the industry’s investment in digital signs are a few of the reasons that sees our revenue growth go from strength to strength.

“As our clients are embracing the many new opportunities to engage with audiences, we are seeing more and more innovative and creative campaigns that are getting a reaction. Advertisers are using the strength of OOH as a media multiplier and leveraging on the platform’s ability to deliver creative opportunities everywhere.”

Transport is the only sector that did not improve its results, dropping from the Q3 2016 result of $32m to $30m, with the 2017 YTD results $91m, also decreased from 2016’s result of $95m. Retail, lifestyle and other improved its Q3 result, up to $30m from $28m, and is up in its YTD figures, $90m from $83m in 2016.

Roadside billboards increased almost $10m from the prior corresponding period (pcp) reaching $79m from $70m. For the year to date, the roadside billboards category has made $35m more than the pcp. Roadside other (street furniture, bus/tram externals, small format) increased by $4m, reaching $59m from $55m in 2016.

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