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All four OOH sectors growing

Friday, 01 March 2019
By Wayne Robinson

Growing: outdoor media spend

The quartet of separate out of home sectors all showed growth in spend in 2018 over the previous year, with three of the four up strongly, but retail only up a smidgen.

Roadside Billboards grew the most, up by $44m to $376.3m, while Roadside Other which includes bus and tram stops and street furniture grew by $20m to $$257m.

Transport, including airports, grew by $25m to $159.4m, while retail lifestyle and other only saw a $2.4m rise in spend, to $134.6m.

The figures are now being released only after oOh! Media and JC Decaux present their half year reports, to avoid any compliance issues following last year’s mega mergers which saw the industry consolidate to two main players.

The out of home market is set to crash through the billion dollar marker this year if growth continues at the present rate. Digital outdoor is now taking the majority of the spend at 52.3 per cent, but print, also known as classic or static, is still growing, in 2018 it reached $438.47m, up slightly from $437.75m in 2017.

All major players and the Outdoor Media Association say that print will always be a major part of the outdoor mix.

Overall spend in OOH in 2018 showed a 10.8 per cent increase 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.

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