More growth for out-of-home in Q3 2016
These results reflect ongoing growth experienced by the industry in 2016
The Out-of-Home (OOH) industry posted an increase of 14.2% on net media revenue year-on-year, ending the quarter with $185.5 million in net media revenue, up from $162.4m for the same time last year. These results reflect ongoing growth experienced by the industry in 2016, following on from the all-time high media revenue growth at the end of 2015, when revenue increased by 17% over 2014.
The sector posted an increase of 14.1% in July, 20% in August and 9.3% in September, for a total of $66.3m in net media revenue for the quarter. This growth is reflected in all categories: roadside billboards (over and under 25 square metres); roadside other (street furniture, bus/tram externals, small format); transport (including airports) and retail/lifestyle/other. Digital revenue is sitting at 38.7% of total net media revenue year-to-date, over 25.4% for the same period last year.
“Not only is revenue growing, but OOH audiences are growing too,” said Charmaine Moldrich, CEO of the Outdoor Media Association.
“In the past six years, OOH audiences have grown 20.3%, over indexing against population growth at 13%. It is this growth, coupled with OOH advertising’s ubiquity, its ability to offer cities utility, and the new brand values digital offers – immediacy and flexibility – that makes OOH an obvious choice for advertisers,” she concluded.
Category figures third quarter 2016
• Roadside Billboards (over and under 25 square metres) $69.4m
• Roadside Other (street furniture, bus/tram externals, small format) $55.0m
• Transport (including airports) $32.7m
• Retail, Lifestyle and Other $28.4m
Category figures third quarter 2015
• Roadside Billboards (over and under 25 square metres) $58.3m
• Roadside Other (street furniture, taxis, bus/tram externals, small format) $47.1m
• Transport (including airports) $30.4m
• Retail, Lifestyle and Other $26.6m