Outdoor Media Association releases OOH half year results
Australia’s Out of Home (OOH) industry generated $593.1 million in the first half of the year.
According to the Outdoor Media Association (OMA), figures were up 8% from the same period in 2023 ($549.2 million).
Digital Out of Home (DOOH) continued to dominate in the industry, accounting for 74.4% of total net media revenue – a 2.5% increase compared to last year.
Roadside billboards brought in a whopping $254.3 million, while smaller formats, such as street furniture, bus and tram wraps, generated $131.8 million.
Transport, including airports, produced $77 million and retail and lifestyle $130 million.
Half-year net media revenue category figures are provided from 2023 to capture the growth of the industry, including OMA membership up to April 2024.
Billboards are an effective way to reach a wide and diverse audience, and they also have better consumer recall compared to other types of ads.
According to the Billboard and Outdoor Advertising Global Market Report 2023, 82% of viewers can recall a digital out-of-home billboard they saw more than a month ago.
The Glebe Silo Billboard on the Anzac Bridge in Sydney is Australia’s most expensive advertising billboard and, at 1,000 square metres, is the biggest billboard in the southern hemisphere.
It was introduced in 1992 as part of the bid for the 2000 Olympics and reportedly costs around $250,000 per 28 days.
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