The Outdoor Media Association (OMA) reported an 8.07% year-on-year increase in Australia’s Out of Home (OOH) advertising net revenue for 2024, reaching AUD 1.3 billion (approx. USD 845.7 million), up from AUD 1.19 billion (USD 773.7 million) in 2023. Digital Out of Home (DOOH) accounted for 75.2% of total revenue, reflecting sustained adoption of digital formats.
Category Breakdown of Revenue
The report provides detailed figures across four major categories:
- Roadside Billboards (over and under 25 square metres): Revenue increased from AUD $516.3 million (approx. USD $361.4 million) in 2023 to AUD $540.7 million (approx. USD $378.5 million) in 2024.
- Roadside Other (including street furniture, bus/tram externals, small format): Revenue grew from AUD $271.3 million (approx. USD $189.9 million) in 2023 to AUD $291.8 million (approx. USD $204.3 million) in 2024.
- Transport (including airports): Revenue rose from AUD $141.2 million (approx. USD $98.8 million) in 2023 to AUD $172.9 million (approx. USD $121.0 million) in 2024.
- Retail, Lifestyle and Other: Revenue increased from AUD $275.7 million (approx. USD $193.0 million) in 2023 to AUD $296.4 million (approx. USD $207.5 million) in 2024.
Digital Out of Home (DOOH) advertising now accounts for 75.2% of total net media revenue year-to-date, up from 73.4% recorded for the same period last year. This shift highlights the growing importance of digital formats within the traditionally static outdoor advertising landscape.
The OMA, representing nearly 100% of Australia’s OOH sector, calculates net revenue exclusive of commissions, production, and installation costs. Figures include direct sales, estimated at 10% of total bookings. Historical data was adjusted to reflect changes in OMA membership.
Established in 1939, the OMA advocates for the Australian OOH industry, focusing on marketing, regulatory affairs, and audience measurement. The association emphasized transparency in its reporting, noting minor discrepancies due to rounding.
For more info: https://oma.org.au/
