The Outdoor Media Association (OMA) have released the Out of Home (OOH) industry’s full-year net media revenue results for 2021.
Over the last year, the industry saw a total increase of 24% in net media revenue.
Net media revenue for 2021 increased to $812.7 million, which is up from $655.2 million in 2020.
Roadside billboards, over and under 25 square metres, reported $360.4 million, while retail, lifestyle and others reported $213.4 million.
Both figures are up from 2020’s results which reported roadside billboards at $273.6 million, and retail, lifestyle and others at $165 million.
There were also an improvement with smaller format roadside ads such as street furniture and bus/tram externals had $190.8 million, over the $154.2 million result reported in 2020.
Meanwhile, transport (including airports) did not fare well over the past year with $48 million reported in revenue in contrast to 2020’s $62.4 million.
Digital Out of Home (DOOH) revenue accounts for 58.8 per cent of total net media revenue year-to-date, an increase over the recorded 55.2 per cent* for the same period last year.
OMA CEO Charmaine Moldrich said, “We began the year cautiously optimistic for industry recovery, and while the second wave of lockdowns mid-May stymied momentum, revenue consistently tracked above 2020 levels. What’s more, December’s results mark the first month since revenue has risen beyond pre-pandemic levels, up seven per cent from December 2019.
“We’ve taken this time as an industry to bolster our platforms and processes to make Out of Home easier to plan and buy campaigns and measure their impact. Launched on 31 January, MOVE 1.5 and our Industry standards provide a world-first for buyers.
“And, importantly, with the OMA and MOVE attracting new members with the addition of Scentre Group, Tonic Media Network, and Hivestack this month, this means we now represent close to 100 per cent of the industry in Australia,” continued Moldrich.