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Australia’s outdoor advertising industry growth slows

The rapid growth of the Australian outdoor advertising sector appears to have slowed, with the 2017 annual report suggesting a 6% year on year increase, compared to 15.7% for 2016.

According to the latest report from the Outdoor Media Association (OMA), total media revenue for the outdoor sector was $837m for 2017, up from $789.5m the year prior.

Outdoor advertising spend over the years. Source: OMA

Of that total figure, almost 50% came from digital outdoor, compared to 40.2% the year prior. However just like total revenue, digital revenue’s growth is beginning to plateau.

As a result of this year’s findings, outdoor advertising makes up 5.9% of total revenue in the media sector, compared to 23.1% for TV, 13.2% for print and 45.5% for online.

The sector with the largest spend in outdoor for 2017 was retail, with a spend of $89.3m. 18.1% year on year, to $784.3m.

Commonwealth Bank was the biggest outdoor advertiser in 2017, outlays of $9.7m. Mondelez International and McDonald’s were also big spenders in outdoor, dedicating $9.4m and $8.5m to spend in outdoor.

Some of the big advertisers in outdoor for 2017. Source: OMA

According to the OMA, 2017 also saw the addition of four new members, Ayuda, Big Screen Video, Hanlon industries and Samsung. In 2018, APEX Outdoor, GSP Print and TechFront have also joined the OMA.

Charmaine Moldrich, CEO of the OMA, said: “We are proud of the depth of our membership, representing display companies as well as companies who provide a variety of OOH services.

“The OMA’s work across the core functions of policy and regulation, government relations, media relations, marketing, audience measurement, and member services, has proven pivotal for industry growth,” Moldrich said.

As of the OMA’s annual general meeting in May, a number of directors have also left. One of them is COO of APN Outdoor Andrew Hines, who is replaced by CEO James Warburton. Global CEO of QMS Media, Barclay Nettlefold, has also stepped down, and is replaced by CEO John O’Neill. Brad Bishopp, owner of Bishopp outdoor advertising is retiring after 11 years and will be replaced by incoming chairman of MOOH, Christopher Bregenhoj.

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