This year will break all record for outdoor media, in the 11 months so far revenue is up a whopping 16.6 per cent on the previous year, which was itself a record. The 12 month figure will likely increase the growth even further, and could be nudging the $700m figure, it is already exceeding expectations. While the growth is dramatic most of it is coming from the boom in digital outdoor media rather than print, although print’s share is by far the biggest, and is still growing, but in single digits. Digital-out-of-home media is making up 27.3 per cent of the total year revenue, shooting up from last year’s 16.9 per cent.

Booming: outdoor media

“Digital is just the icing on top of the tried and true outdoor poster – which allows brands to dominate and own a space,” says Moldrich. “Digital has given advertisers the ability to develop targeted Outdoor creative, specific to their audience, time of day and mode of transport – which gives OOH more depth than ever before.” According to the OMA, all formats of OOH media saw year on year growth, and chief executive Charmaine Moldrich says next month will be the same story. “December will be another strong month for the industry and I predict total revenue for 2015 will surpass our earlier expectations,” she says. Moldrich attributes the revenue climb to OOH’s unrivalled consumer reach, “Our unmissable factor means we cannot be ignored or turned off,” she says. Categories with particularly strong numbers for November are roadside billboards at $26.7m, transport at $14.4m and retail and lifestyle at $11.3m. “Nine out of ten people leave home each day, making four trips on average, meaning OOH can now reach 12.2 million people making 51 million trips on a daily basis, which is a lot of eyeballs on OOH.” Moldrich, believes that if Australia were to catch up with the US and UK in pro rate outdoor spend the annual figure should be $1bn, indicating there is plenty of room for growth.   Profit increases for OOH have the OMA forecasting more growth for the industry, and Moldrich says they are confident about the future of outdoor media.

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