OOH’s first quarter weathers market vagaries
The Out-of-Home (OOH) industry has started the year well, recording 3.8% growth, from an increase in sales revenue to $122.1 million, up from $117.6 million for the same period
in 2012.
The industry ended 2012 with overall growth of close to 2% and for the first time cracked $500 million in revenue.
“Growth in the first quarter is a reflection of the industry’s ability to weather the vagaries of the market. OOH continues to maintain its position as a channel that is in a space of its own, growing while other mainstream media channels are being challenged,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA).
“The OOH industry continues to remain competitive in today’s changing media landscape, because we work together to thoroughly understand our audiences.”
MOVE, the audience measurement system for the industry launched its 2013 data in March this year which shows an increase of 9% in total the daily contacts measured by the system, 385 million up from 355 million in 2012.
“Our members are embracing technology, which is giving advertisers more opportunities and local and global trends are demonstrating that more people are spending a greater amount of time outdoors, making us increasingly relevant in today’s fragmented media market.”
Category figures March 2013, year-on-year*:
- Roadside Billboards (over and under 25 square metres) $44.9 million
- Roadside Other (street furniture, taxis, bus/tram externals, small format) $42.1 million
- Transport (including airports) $19.4 million
- Retail $15.6 million
*Figures may not add to total due to rounding.
As the OOH industry embraces new technologies and converts static signs to digital, the OMA will be reporting its digital revenue as a percentage of overall revenue annually. OMA members estimate that digital revenue made up 12% of its overall revenue of $503 million in 2012.