Outdoor media net media revenue in Australia increased 16.13% to $334.1 million in the March quarter, according to analysis by the out-of-home (OOH) industry.
Digital OOH (DOOH) revenue now accounts for 75.6% of total net media revenue year-to-date, up from 74.2% this time last year.
“This result is another clear signal that OOH has emerged as a medium that gives brands the high visibility and impact they need,” said OMA CEO Elizabeth McIntyre.
“With consumer mobility continuing to rise, ongoing innovation across the sector, and MOVE, we’re in a strong position for sustained growth this year and beyond.
“Our members have already demonstrated their unified strength in the first quarter of this year, supporting the Fresh Veg, Deliciously Healthy campaign, which has now reached $41 million in advertising value since its inception in 2021, and launching the inaugural Creative Awards to celebrate the very best in Out of Home creative across Australia.”
The industry is preparing for MOVE, its audience measurement system to provide data richness for campaign planning and reporting.
Covering metro and regional audiences, all formats, and incorporating seasonality, MOVE will deliver granular audience measurement for OOH advertising.
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