The Out of Home (OOH) industry has announced full-year net media revenue results including the category breakdowns for 2020.
The industry saw a total decrease of 39.4 per cent on net media revenue in 2020.
Last month out of home first announced a decrease of 39.4 per cent on net media revenue for 2020, reporting $566.5 million, down from $935.5 million for 2019.
Quarter four 2020 saw a decrease of 32.9 per cent on net media revenue year-on-year, posting $181 million, down from $269.9 million for quarter four 2019.
Digital out of home (DOOH) revenue accounts for 56.1 per cent of total net media revenue year-to-date, an increase over the recorded 55.8 per cent for the same period last year.
Outdoor Media Association acting CEO Kylie Green said: “The year just ended was extremely challenging for the advertising industry, and the outdoor industry felt the full brunt of COVID-19 lockdowns. Though the impact of these restrictions still lingers, our outlook is bright: net media revenue is up 6.7 per cent from November to December, audiences are returning to outdoor spaces, and consumer confidence in December was at a ten-year high.”
As previously reported, out of home net media revenue for 2020 decreased to $566.5 million, down from $935.5 million for 2019, across the following categories:
Category figures 2020
Roadside Billboards (over and under 25 square metres) $272.2 million
Roadside Other (street furniture, bus/tram externals, small format) $153.2 million
Transport (including airports) $62.4 million
Retail, Lifestyle and Other $78.7 million
Category figures 2019
Roadside Billboards (over and under 25 square metres) $369.4 million
Roadside Other (street furniture, bus/tram externals, small format) $266.5 million
Transport (including airports) $169.4 million
Retail, Lifestyle and Other $130.2 million
The new oOh!media chief executive officer Cathy O’Connor yesterday noted the decisive response to the Covid-19 movement restrictions across Australia and New Zealand ensured her company managed the short-term challenging conditions during the year.
“The unprecedented restrictions on people movement and resulting audience decline impacted out of home more severely than other media segments,” said O’Connor.
Despite the challenges caused by Covid-19, O’Connor said the longer-term fundamentals for the out of home sector remain positive.
“Out of home is a highly effective medium to deliver impactful national broadcast reach in all markets during this period and beyond.”