OMA reports 14.6% growth for OOH industry in Q3

Posted on 5 October 2023

Elizabeth McIntyre: “Our channel is reaping the benefits of being the only remaining broadcast media as audiences continue to fragment”

The Outdoor Media Association (OMA) reported the Out-of-Home (OOH) industry has announced an increase of 14.6% net media revenue for Q3 2023, reporting $283.3 million, up from $247.2 million for the same quarter in 2022.

Digital OOH (DOOH) revenue accounts for 68.5 per cent of total net media revenue year-to-date, an increase over the recorded 57.9% for the same period last year.

Year-to-date net media revenue has increased 12.8 per cent from the same time in 2022 and is $826.9 million.

Elizabeth McIntyre, OMA CEO said: “Our channel is reaping the benefits of being the only remaining broadcast media as audiences continue to fragment.

“With 82 per cent of people leaving home each day, Out of Home is where advertisers are guaranteed to find their audience. As we continue to innovate and move toward providing more granular data, we’ll see the channel become even more nimble and targeted.”

In 2024, MOVE will launch its new world-first audience measurement system, providing data for over 100,000 signs nationwide, including regional. The platform is being built using mobility data from one of the largest surveys ever undertaken in Australia by MOVE and Ipsos Australia.

Last month, MOVE (Measurement of Outdoor Visibility and Exposure) called out for expressions of interest (EOI) from data research organisations and/or media data software vendors currently serving (or having an interest in serving) Out of Home (OOH) advertisers, their agencies and/or OOH contractors, for the purpose of integrating MOVE data into their own products and software.

In this process, the outdoor Industry measurement company seeks to make the data gathered as part of its new measurement platform, MOVE 2.0, as broadly available and as useful as possible, to both its customers and MOVE members.

In so doing, it seeks EOI’s from organisations with syndicated research and audience insights products and/or media data software platforms, for this next stage of the MOVE 2.0 development.