Posts Tagged ‘OMA’

  • Local wide format sector gets outdoor industry boost

    The local wide format printing sector is riding high off the back of two consecutive quarters of strong growth from the Australian out-of-home industry. 

    The signage and outdoor advertising industry recorded 5.2 per cent growth for the year’s second quarter compared to the previous year along with AU$6.5 million increase in revenue, to $126.5 million.

    The second quarter boost follows hot on the heels of the industry’s first quarter increase of 3.8 per cent, with sales revenue increasing to $122.1 million from the previous year’s first quarter result of $117.6 million.

    According to the Outdoor Media Association (OMA), year to date revenue for the industry has increased by 4 per cent, tracking at $248.7 million, up from $239 million for the same time last year.

    For Charmaine Moldrich (pictured), CEO of the Outdoor Media Association, the continued growth in the out-of-home (OOH) reflects its ongoing relevance in the increasingly digital multichannel marketing mix.

    “The OOH industry continues to remain at the competitive forefront of today’s changing media landscape by understanding its audiences, embracing technology, being a responsible community player, and showcasing the medium’s unlimited creative potential,” said Moldrich, “People are spending a greater amount of time outdoors, shopping and commuting, solidifying OOH as the last true broadcast medium in today’s fragmented media market.”

    In April, the OMA reported the industry’s first quarter growth at 3.8 per cent on the previous year’s results, with the yearly results from 2012 representing two per cent growth on the previous year, recording over $500 million in revenue for the 12-month period.

    “Growth in the first quarter is a reflection of the industry’s ability to weather the vagaries of the market. OOH continues to maintain its position as a channel that is in a space of its own, growing while other mainstream media channels are being challenged,” said Moldrih in April.

    The industry’s category figures for the 2013 second quarter includes ‘roadside billboards’ (over and under 25 square metres) at $39.8 million, ‘roadside other’ (street furniture, taxis, bus/tram externals, small format) with $45.1 million, ‘transport’ (including airports) at $21.1 million and ‘retail’ recording $20.5 million. 

    The OMA’s continued out-of-home growth result come as trans-Tasman media giant, APN, looks at selling off its lucrative Outdoor Media business, with the company considering a major restructure that could see it sell out of its Adshel and other outdoor advertising divisions in exchange for full control over its radio business.