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Digital outstrips print in outdoor spend

Friday, 05 October 2018
By Wayne Robinson

Stlll increasing: spend on out of home print

Digital outdoor media spend has tipped past the 50 per cent mark of the entire sector for the first time, finally outstripping print in the third quarter of this year.

However the spend on outdoor print, otherwise known as classic or static, was $110m for the quarter, which is a $2m increase on the same period last year. All major outdoor players have continually reiterated their belief in print as part of the outdoor mix.

The Out of Home (OOH) industry saw an increase of 10.7 per cent on net media revenue year-on-year in the third quarter of 2018, posting $221.2m, up from $199.9m for the third quarter in 2017. The 2017 figure was up by 7.2 per cent on the prior corresponding period, showing that the rate of growth for outdoor is increasing.

For Q3 2018 digital revenue reached just over half of total media revenue, and now accounts for 50.5 per cent of total net media revenue year-to-date, an increase over the recorded 46 per cent at the same time last year.

Massive audiences: CEO of the OMA Charmaine Moldrich

Charmaine Moldrich, CEO, OMA says, Our continued growth is the result of OOH’s ability to work at the top of the brand funnel, building brand equity, fame, and reaching massive audiences. These benefits, in unison with our digital signs – which offer flexibility to deliver tactical and dynamic messages – provide a powerful solution for advertisers.”

At $110m the spend on outdoor print, otherwise known as classic or static, is still significant, and is $2m more than the same period last year.

Roadside billboards was the biggest category for the quarter at $89.2m, up by $10m on the year before, which was itself up by $9m on the year before that.

Roadside other (street furniture, bus/tram externals, small format) was at $60.3m, up by $1.2m on the prior period.

Transport including airports was up by almost a quarter at $39.5m, while retail, leisure and other was up by $1.6m at $32.2m.

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