Out of home (OOH) audiences for outdoor advertising such as billboards grew by 2.2 per cent in 2017 according to the annual data update from Move (measurement of outdoor visibility and exposure).

Move says OOH advertising now reaches 12.6 million people daily, an average growth of 200,000 people in OOH environments each day when compared to last year’s numbers.

According to the update, the national audience for OOH is up by 23 per cent since 2010 compared to 14.9 per cent population growth for the same period.

[Related: Out of home Q2 up 7%]

Charmaine Moldrich, CEO for OMA and Move says, “While other traditional media channels see their audiences fragment or decline, OOH’s audiences continue to grow. This is great news for advertisers who are looking to reach large audiences with their products and services. What’s more, we know that when people are out of home they are primed and ready to take action. In fact, our neuroscience research shows that people are two times more likely to respond to something they see when they are outdoors.”

The 2017 update incorporates the latest data from new signs being shown to differing population and employment levels across travel zones, with changes to transport infrastructure and public transport routes.

Next year Move will have more frequent updates, reporting monthly instead of yearly.

Moldrich says, “Changes in technology has enabled us to deliver our numbers each month. This is a massive shift for the industry and a win for both advertisers and Move members to move from one update a year to monthly updates of our audience numbers.”

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