Digital gains ground in out-of-home

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Digital has increased its share of revenue in the out-of-home industry, partly at the expense of print, with outdoor media spend last year recording growth for the tenth year running.

Decade of growth: out of home advertising
Decade of growth: out of home advertising

Digital accounted for 55.8 per cent of this revenue year-to-date, gaining share from the 52 per cent it achieved in the same period last year. This translates to a total of $413.5m for print, a drop from $442.4m in 2018

Out-of-home (OOH) notched up a 1.5 per cent net media revenue increase in 2019 – a total of $935.5m, up from $921.6m in the previous year.

Charmaine Moldrich, CEO of the Outdoor Media Association, said the ten consecutive years of growth showed advertiser trust in the channel, as well as investment into a data-driven digital network.

“Out of Home has proven to be a true broadcast medium and plays an ever more important role in the community, as seen with OMA members’ support for the bushfire appeal,” she said.

According to Moldrich, out-of-home remains strong despite ad industry headwinds in the back half of last year, which saw a fourth-quarter drop in net media revenue of 2.3 per cent for out-of-home on a year-to-year basis – the sector pulled in $269.9m, down from $276.3m in Q4 of 2018.

“The latter part of 2019 was a challenge for the advertising industry as a whole. We are pleased that Out of Home maintained its position as one of a few growing media channels.

“Out of Home has the advantage of being always-on and plays an essential role in the media mix. Our relative stability in a difficult market environment reflects our inherent value to advertisers,” she said.

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