PRINT SLIPS TO 25% OF OUTDOOR SPEND

By Wayne Robinson | 12 July 2024

Digital outdoor media now accounts for three quarters of the total spend, with print slipping to just over 25 per cent, according to figures for the second quarter.

*Out of Home print: Now just 25% of market*

The Out of Home (OOH) industry saw an overall increase of 6.7 per cent spent on net media revenue for Q2 2024, reporting $305.4m, up from $286.2m for the same quarter in 2023.

Print’s share slipped to 25.6 per cent, its lowest ever figure. In cash terms the amount spent on printed outdoor media fell from $82.7m to $78.2m

Digital OOH (DOOH) revenue accounted for 74.4 per cent of total net media revenue year-to-date, an increase over the recorded 71.9 per cent for the same period last year.

Print quality: Epson printers — *Out of Home print: Share slips*

OMA CEO Elizabeth McIntyre said, "The ongoing growth of the Out-of-Home industry at 6.7 per cent net revenue in Q2 2024 underscores its robust and agile nature, driving towards the projected annual compound growth rate.

"Marketing via the Out-of-Home channel continues to demonstrate significant effectiveness in reaching and engaging audiences. This visibility ensures that messages are seen by a broad and diverse audience, enhancing brand awareness and recall," concluded McIntyre.