While the broader advertising market spent much of the last year losing heat, Australia’s billboards kept the lights on in spectacular fashion. The Out of Home (OOH) industry announced its full-year net media revenue results for 2025.
The numbers paint a picture of a sector that actively takes a larger slice of agency media spend.
The industry recorded an 11.43% total increase in net media revenue over the 12-month period. Overall net media revenue for 2025 surged to $1,449.5 million, a healthy step up from the adjusted figure of $1,300.8 million recorded in 2024.
Digital dominance and attention metrics
It will shock absolutely no one in the agency village to learn that Digital Out of Home (DOOH) inventory remains the undisputed powerhouse of the sector. Revenue from DOOH accounted for 76.6% of total net revenue in 2025, creeping up from the 74.9% recorded the previous year.
This growth involves more than just switching on extra screens.
Australian marketers increasingly ditch the ‘how much’ mindset for ‘how well’, focusing heavily on attention quality. Programmatic DOOH (pDOOH) also breaks through, giving media buyers the agility to trade outdoor inventory with the same data-led precision they expect from online channels.
Out of home full year results for 2025.
Where the money was made
The Outdoor Media Association (OMA) provided a category breakdown detailing exactly where advertisers parked their budgets over the year. Unsurprisingly, big roadside inventory led the charge.
• Roadside Billboards (over and under 25 square metres) proved the most lucrative category, generating $591.5 million in 2025. This figure jumped from $536.2 million in 2024.
• Roadside Other (street furniture, bus and tram externals, and small format) secured $321.8 million. The previous year saw this category bring in $295.8 million.
• Transport (including airports) saw a significant boost as commuter and travel habits normalised, rising to $222.2 million. This is up from $172.5 million in 2024.
• Retail, Lifestyle, and Other categories collectively accounted for $314.1 million. This is a solid increase from the $296.4 million recorded the prior year.
The move to MOVE
These record figures arrive at a critical juncture for the industry. Next month, the sector transitions to the highly anticipated MOVE measurement system.
Launching on 16 March 2026, the updated audience measurement currency promises unprecedented temporal granularity and campaign reporting precision.
Elizabeth McIntyre, Chief Executive Officer of the OMA and MOVE, said, “2025’s results are a testament to the strong performance of Out of Home across formats.”
She noted that, “Over 11 per cent growth year on year demonstrates how OOH continues to be an incredible and increasingly powerful medium to run campaigns, and one that delivers for brands.”
And finally, “We look forward to the continued growth of OOH in 2026 and beyond.”
With DOOH already proving its ability to deliver short-term performance and long-term brand building, the new MOVE rollout might just be the catalyst the OMA needs to keep outshining legacy channels in 2026.