Thursday, February 13, 2025

Australian OOH Industry Sees 7.96% Growth in H1 2024, DOOH Hits 74% Market Share

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The Out of Home (OOH) industry in Australia, as reported by the Outdoor Media Association (OMA), has demonstrated strong performance in the first half of 2024, achieving significant growth across key metrics. With a notable 7.96% increase in net media revenue compared to the same period last year, the industry continues to show resilience and adaptability in a rapidly evolving market. A major driver of this growth is the ongoing shift towards Digital Out of Home (DOOH) advertising, which now accounts for a dominant 74% of total net media revenue. This transition highlights the increasing value that advertisers place on dynamic and versatile digital formats, further solidifying the importance of DOOH in Australia’s broader OOH landscape.

Australia OOH Key Statistics :

  • Total Net Media Revenue Q1 2024: AUD 287.6 million (9.26% increase from Q1 2023)
    This increase reflects the industry’s strong performance at the beginning of the year, supported by innovative campaigns and the growing integration of digital technologies in advertising.
  • Total Net Media Revenue Q2 2024: AUD 305.4 million (6.7% increase from Q2 2023)
    The positive trend continued in Q2, with the industry maintaining its upward trajectory, driven by investments in new measurement tools and the expansion of programmatic buying.
  • Total Net Media Revenue for H1 2024: AUD 593 million (7.96% average increase from H1 2023)
    The combined revenue for the first half of the year shows a solid growth rate, highlighting the overall stability and resilience of the OOH sector in Australia.
  • Digital OOH (DOOH) Revenue Share Q1 2024: 74.1% of total net media revenue (up from 70.7% in Q1 2023)
    The increasing share of DOOH underscores the ongoing digital transformation within the industry, as more advertisers leverage dynamic digital formats to reach their target audiences.
  • Digital OOH (DOOH) Revenue Share Q2 2024: 74.4% of total net media revenue (up from 71.9% in Q2 2023)
    This slight increase from Q1 to Q2 highlights the growing dominance of digital advertising formats, reinforcing DOOH’s role as a key revenue driver.
  • Projected Annual Compound Growth Rate: 9% over the next four years
    The forecasted growth rate reflects the industry’s confidence in sustained expansion, supported by ongoing innovation, increased digital adoption, and strategic investments in new technologies.
  • Largest Campaign in Q1 2024: “Fresh veg, deliciously affordable,” valued at over AUD 12.3 million
    This campaign, the largest in the industry’s history, demonstrates the significant impact that OOH advertising can achieve, particularly when aligned with consumer interests.
  • ANZAC Day Campaign Impact in Q2 2024: Engaged 10.1 million Australians across 9,000 screens, with a donated media value of AUD 4.6 million
    This campaign highlights the effectiveness of OOH advertising in engaging communities and delivering messages with cultural relevance.

Elizabeth McIntyre, CEO of the Outdoor Media Association (OMA), commented on the industry’s performance:

“The ongoing growth of the Out-of-Home (OOH) industry at 6.7% net revenue in Q2 2024 underscores its robust and adaptable nature,” McIntyre noted. She also emphasized the impact of the ANZAC Day campaign, which reached 10.1 million Australians across 9,000 screens with a donated media value of AUD 4.6 million, showcasing the effectiveness of OOH advertising.

“Marketing through the Out-of-Home (OOH) channel continues to demonstrate significant effectiveness in reaching and engaging audiences,” McIntyre concluded. “This visibility ensures that messages are seen by a broad and diverse audience, enhancing brand awareness and recall.”

These statistics reflect the significant momentum and growing influence of Digital OOH in Australia‘s Out of Home advertising landscape. With a clear trajectory of continued growth, supported by strategic investments and technological advancements, the OOH industry is well-positioned to achieve sustained success and set new standards in the years ahead.

Australian Outdoor Media Association (OMA) https://www.oma.org.au/

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