Out-of-Home outdoes itself, winning streak continues in third quarter

The Out-of-Home (OOH) industry again posted double-digit quarterly growth.

The Out-of-Home (OOH) industry again posted double-digit quarterly growth recording an increase of 13.1% on net revenue year on year with $160.0 million, up from $141.4million for the third quarter 2014.

Year-to-date revenue has increased by 16.8%, tracking at $462.9 million, up from $396.3 million for the same time last year.

September was a bumper month at 23.1% year on year revenue increase, following on from positive monthly results of 9.5% for July, 6.3% for August. Increases are across all formats: billboards, street furniture, retail and transit; and digital revenue is sitting at 25.3% of total net revenue year to date.

“In this fragmented media world, clients are realising that OOH is the one medium they can rely on for reach and visibility,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA), “and this shows in our current revenue winning streak which has lasted 21 of 22 quarters since the GFC.”

“With our Automated Transaction Platform rolling out in 2016, and bringing OOH into the media buying mainstream, we look forward to OOH further solidifying its place alongside TV and Online, as a leading platform for ad campaigns,” said Moldrich.

Category figures third quarter 2015

• Roadside Billboards (over and under 25 square metres) $56.5 million
• Roadside Other (street furniture, taxis, bus/tram externals, small format) $48.6 million
• Transport (including airports) $30.4 million
• Retail, Lifestyle and Other $24.5 million

The figures have been adjusted for 2014 revenue to reflect changes within categories, allowing direct comparisons in revenue year-on-year.

Source: Outdoor Media Association

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