Outdoor print hits all-time high

The Australian Out-of-Home (OOH) industry is posting record results for 2013, with an all-time high growth rate of 7.1 per cent in net revenue bringing the year’s total to $543.8m.

This represents a $36.1m rise from the 2012 figure of $507.7m for the year. Leading the market is the industry’s Roadside Other category – made up of street furniture, taxis, buses and tram externals and small format advertising, with a total revenue of $196.2m, followed by roadside billboards bringing in $178.5m.

Australia’s Outdoor Media Association says the industry went from strength to strength in 2013 with increased revenues in each quarter, after breaking through the $500m mark in 2012. Q4 saw the strongest growth with 10.8 per cent – $162.8m net revenue in comparison to $146.9m in 2012.

Charmaine Moldrich, CEO of the OMA, says, “We have seen fifteen out of sixteen quarters of growth since we recovered from the GFC in 2010. It is always uplifting to start a new year with such buoyant results, we are very optimistic about the market in 2014 because we know OOH is the most versatile broadcast channel in an increasingly fragmented market.

“As advertisers strive to remain front and centre for consumers, OOH is able to provide solutions, innovating across various formats and utilising technology for the best outcomes.”

The OMA also says its OOH audiences are growing, with the industry’s measurement system counting an extra 9 per cent of total daily contacts, as people travel further each day and spend an average of 14 hours travelling and shopping every week. With 385 million daily contacts measured in 2013, it says Aussies are likely to see an average of 25 advertising faces each day.

Digital OOH, while representing only 11.3 per cent of revenue, grew by 50 per cent over 2013.

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