OMA reports 39% drop in OOH revenue in 2020, digital up 56%
The Australian Out-Of-Home (OOH) industry body has released full year net media revenue results including the category breakdowns for 2020. The OMA estimates that it represents approximately 80% of the OOH industry.
According to the Outdoor Media Association (OMA) the industry saw a total decrease of 39.4% on net media revenue in 2020, down to $566.5 million, from $935.5 million for 2019. The COVID-19 lockdowns across the country, along with economic conditions, have been cited as the main factors contributing the significant reduction for the industry.
However, there are some positive signs for the industry. Digital Out of Home (DOOH) revenue accounts for 56.1% of total net media revenue year-to-date, an increase over the recorded 55.8% for the same period last year.
Image supplied by OMA.
The results are broken down into the following categories: Roadside billboards (over and under 25 square metres) accounted for $272.2 million; roadside other (street furniture, bus/tram externals, small format) $153.2 million; transport (including airports) $62.4 million and retail, lifestyle and other $78.7 million.
According to OMA, 93% of Australians living in and around the capital cities see OOH advertising everyday. Increased urbanisation in major metropolitan cities has resulted in OOH advertising reaching approximately 13.2 million Australians each day.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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