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Outdoor advertising revenues continue to grow, rising by an unprecedented 7.1 per cent last year to $543.8m – with rises in every quarter compared to 2012.
Charmaine Moldrich, CEO of the Outdoor Media Association, is optimistic about the growth continuing in 2014 as Australians are spending more time outside and are using technology to engage with OOH.
Charmaine Moldrich, CEO of the OMA
The 7.1 per cent spike in FY2013 compares to a rise of 2.7 per cent in 2012. The industry has seen 15 quarters of solid growth out of the past 16.
The first quarter of 2014 has seen less pronounced results, but a 1.75 per cent growth all the same – though mostly due to digital OOH advertising rather than print.
With shopping centres and airports increasingly switching to digital screen, the sector is up 50 per cent from 2012 and now comprises 11.3 per cent of total OOH revenue.
Billboards fell 2.2 per cent to $178.5m, but roadside including street furniture, bus wraps and signs climbed 8.1 per cent to $196.2m.
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The two categories, which are still almost entirely print, make up about 70 per cent of the pie. Transport (including airports) rose 8.3 per cent to $85.4m and retail jumped 20.2 per cent to $83.6m.
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