The Out of Home (OOH) industry has posted an increase of 5.7% on net media revenue year-on-year in the first quarter of 2017, posting $186.7 million, up from $176.7 million* for the first quarter in 2016. This ongoing growth follows the all-time high revenue growth at the end of 2016 of 15.8%.
“OOH’s continuing growth in the first quarter of 2017 confirms it is the “TRADIGITAL” channel that is taking on the future, and investing in technology is one of the drivers of this success,” said Charmaine Moldrich, CEO, Outdoor Media Association.
Monthly results reflect this growth, increasing 12.4% in January, and 2.7% in February. In March, net media revenue increased 3.6% year-on-year to $73.2 million.
Digital revenue is sitting at 44.4% of total net media revenue year-to-date, which is an increase over the recorded 36.0% for the same period last year.
“OOH can connect advertisers with their audiences anywhere, anytime, whether via a traditional Outdoor poster or a digital screen. Unlike other media channels, OOH can’t be blocked, it can be measured, and it reaches real people when they are out and about in an active state of mind,” continued Moldrich.
Category figures quarter one 2017**:
|Roadside Billboards (over and under 25 square metres)||$77.3 million|
|Roadside Other (street furniture, bus/tram externals, small format)||$51.0 million|
|Transport (including airports)||$29.5 million|
|^Retail, Lifestyle and Other||$28.9 million|
Category figures for quarter one 2016**:
|Roadside Billboards (over and under 25 square metres)||
|Roadside Other (street furniture, bus/tram externals, small format)||$53.7 million|
|Transport (including airports)||$30.5 million|
|^Retail, Lifestyle and Other||$25.3 million|
* The previous year’s figures have been adjusted to reflect changes in OMA membership to allow for direct comparisons in revenue year-on-year.
^ Reported in this category are: shopping centre panels, as well as all place-based digital signs including office media – covering signs in lifts and office buildings, cafe panels, and digital screens in doctors’ surgeries and medical centres.
Outdoor Media Association