Outdoor media promises growth and delivers with 5.2% sales rise

Members of the Outdoor Media Association (OMA) saw a year-in-year rise in sales from $120.3 million to $126.5 million for the second quarter of the 2013 calendar year.

Roadside billboards generated 31% of the revenue, transport 17% and retail 16%. The remaining 36% came from other roadside advertising such as bus shelters and street furniture.

Sales for the six months to 30 June 2013 also improved, climbing 4% to $248.7 million.

OMA chief executive Charmaine Moldrich told ProPrint in January that the deepening interactivity between advertising and smartphones meant outdoor would be the only traditional media channel to grow in 2013.

Moldrich said the Q2 results showed the industry "continues to remain at the competitive forefront of today's changing media landscape" through understanding its audiences and embracing technology.

"People are spending a greater amount of time outdoors, shopping and commuting, solidifying out-of-home as the last true broadcast medium in today's fragmented media market."

Moldrich also said that OMA members donated more than $1.6 million of advertising space to the Australian Literacy and Numeracy Foundation in Q2.

The association represents about 90% of the industry, according to the OMA.

[LinkedIn: What's the most effective advertising channel?]

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