The Out of Home (OOH) industry in Australia has reported an impressive 8.07% growth in net media revenue for 2024, reaching $1,301.8 million, up from an adjusted $1,204.6 million in 2023*, according to the Outdoor Media Association.
The industry recorded $393.8 million in net media revenue for Q4 2024, a 6.6% year-on-year increase from $369.5 million in Q4 2023*.
Val Morgan Outdoor – VMO
DOOH dominates revenue share
Digital Out of Home (DOOH) revenue now accounts for 75.2% of total net media revenue, up from 73.4% in 2023*. This shift highlights the continued adoption of advanced digital solutions, which enable advertisers to target audiences with greater precision and flexibility.
Reflecting on the results, Outdoor Media Association (OMA) CEO Elizabeth McIntyre emphasised OOH’s unique ability to adapt and thrive amid economic and industry challenges.
“As we reflect on 2024 and look forward to 2025, Out of Home continues to prove its resilience and strength. With its unique combination of ubiquity, trust, and digital innovation, OOH has cemented itself as the medium of choice for advertisers seeking both immediate impact and long-term brand equity,” she said.
She noted OOH’s unmatched “powerful, non-intrusive presence,” which has made it a trusted partner for media buyers navigating shifting priorities and economic pressures.
oOh!media.
Future growth opportunities in 2025
Looking ahead, McIntyre pointed to the introduction of MOVE2, the new audience measurement system set to provide advertisers with greater precision in capturing seasonal and regional trends.
“MOVE2 will enable advertisers to fine-tune their strategies for maximum effectiveness. Coupled with ongoing advancements in DOOH, this adaptability is driving innovation and growth across the industry,” McIntyre stated.
Despite potential challenges in 2025, including an election year and rising cost-of-living pressures, the sector is positioned for continued success. McIntyre highlighted the commitment of OMA members to delivering advanced tools and insights that empower advertisers to thrive in diverse market conditions.
“Innovation and adaptability remain at the core of OOH’s success. Whether the market is flat or improving, the industry’s ability to evolve ensures it continues to deliver value for advertisers and maintain its position as a critical component of the media mix,” concluded McIntyre.
*Revenue figures for previous periods have been adjusted to reflect updates in OMA membership.