Out-of-home industry rises across all categories
Australia’s out-of-home advertising sector has enjoyed an 18% revenue jump in the first half of 2025, according to new figures released this morning by the peak industry body.
According to the Outdoor Media Association (OMA), which represents approximately 95% of the industry, total out of home revenue for the first half was $697.3 million, a jump of $105.6 million from the first half of 2024.
The march towards digital out of home dominance continues, with revenue from digital boards now accounting for over three-quarters of the total revenue, up to 76.1% from 74.4%.
Broken down into categories, roadside billboards still make up the bulk of revenue, netting $294.9 million during the half-year, up from $253.1 million in the first half of 2024.
Other roadside furniture, including benches and bus shelters, made $150.1 million, up year-on-year from $131.9 million.
Transport, including advertising at train stations and airports, brought in $104.4 million (up from $76.8m) while retail, lifestyle, and ‘other’ accounted for $147.9 million – up from $129.9 million.
This upward momentum looks likely to continue. According to Ooh Media’s half-year results, issued on Monday morning, the sector is “expected to continue taking revenue share from other media sectors.”
Ooh Media’s own projections show the out-of-home revenue will climb “by mid-to-high single digitals” in the second half of 2025.
It also touts the industry’s diverse advertising make-up, with 42% of all business coming from outside of the top ten product categories. Of the top ten, Ooh Media says out-of-home’s growth is outpacing that of total media in eight categories, compared to performances in the first half of 2024.
Ooh Media.
It is the fastest growing media sector, according to SMI figures, outpacing television, digital, and radio.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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