OUTDOOR PRINT STEADY YEAR TO DATE

The spend on printed outdoor media has remained steady over the year to date, the first period in more than five years where money invested in print has not fallen significantly, although print’s share of the market has slipped as digital outdoor continues to grow.

Outdoor print has seen a total spend in the first nine months of the year of $230.49m, virtually identical to that of the same period last year which was $231.59m.

Print’s share of the outdoor market slipped by a further two per cent, down to 25.5 per cent from 27.6 per cent over the first nine months of last year, with digital outdoor now accounting for a sliver under three quarters of the total.

Year-to-date net revenue for outdoor media has increased 8.75 per cent from the same time in 2023, and is $908.2m, up from $835.1m.

Net outdoor media revenue for the July-September quarter totalled $315m, up by 10.06 per cent from $286.2m for the same quarter last year.

Kylie Green, general manager of the Outdoor Media Association, said, “The continued growth in revenue this quarter is a clear indicator of the industry’s strong momentum as it continues to evolve and thrive. The 10.06 per cent increase in net media revenue highlights advertisers’ growing confidence in the effectiveness of OOH, particularly as digital innovations continue to enhance its capabilities.”