Outdoor ad revenue exceeds projections, shows resilience – report
By Felicia Nwosu
The Out-of-Home advertising sector has outperformed expectations in the June quarter, with revenue increasing by 6.7% to $305.4 million from $286.2 million in the same period last year. This robust growth highlights the sector’s resilience amid a challenging advertising landscape.
Digital Out-Of-Home (DOOH) advertising has significantly boosted these figures, accounting for 74.4% of total net media revenue year-to-date, a notable rise from 71.9% in the previous year.
Outdoor media has distinguished itself in the current difficult market. According to Guideline’s Standard Media Index (SMI) for May, the revenue growth and market performance of the outdoor advertising sector indicate a strong and adaptable industry capable of thriving despite broader market challenges. This resilience and effectiveness make outdoor media a critical component of modern advertising strategies.
It revealed also that the outdoor bookings rose by 1.6%, contrasting sharply with a 5.3% decline across other advertising categories. This divergence underscores the enduring appeal and effectiveness of outdoor advertising.
“The sustained growth of outdoor media underscores its robust and adaptable nature, steering it toward the anticipated annual compound growth rate,” stated Elizabeth McIntyre, CEO of the Outdoor Media Association (OMA).
A standout example of this sector’s impact is the ANZAC Day campaign, which engaged 10.1 million Australians across 9,000 screens, representing a donated media value of $4.6 million. This campaign illustrates the substantial reach and engagement capabilities of out-of-home (OOH) advertising.
Marketing via OOH channels continues to prove highly effective in capturing and engaging audiences. The broad visibility ensures that advertising messages reach a diverse and extensive audience, thereby enhancing brand awareness and recall.
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