Digital overtakes print in out of home media

In a watershed result digital revenue in the booming out of home (OOH) media market overtook print for the first time, however print revenue still increased – albeit only slightly.

Digital OOH (DOOH) revenue accounted for 52.3 per cent of total net media revenue, an increase over the recorded 47.3 per cent for the same period last year. Print revenue for 2018 was $438.47m, up a smidgen from $437.75m in 2017.

Overall spend in OOH is racing towards the $1bn marker, with a 10.8 per cent increase in 2018 over the 2017 figure to $927m from $837m the year before. The trend upwards is set to continue, quarter four 2018 saw an increase of 9.8 per cent on net media revenue year-on-year, posting $277.5m, up from $252.8m for quarter four 2017.

Print businesses continue to invest strongly in outdoor media production, Cactus has just installed the country's s first new 5m Fujifilm Acuity Ultra, while Vivad has just installed its third Durst 5m printer, the first LED version in the country. Last year Active Display installed the first robot fed Inca Onset printers.

OOH advertising is growing thanks to its ability to connect with mass audiences in what is an increasingly fragmenting media landscape, with multiple channels available to consumers.

Charmaine Moldrich, CEO, Outdoor Media Association said, “We are thrilled to mark industry growth for the ninth consecutive year, demonstrating that advertisers and agencies trust in OOH's increasing ability to connect brands with our growing audience.”

The OMA will release category figures once oOh! Media and JC Decaux have released their own annual and half year figures.