The energy of a city is shaped by its public spaces and how people traverse these spaces, interacting with each other as much as they do with the built and natural environments. The canvas of our cities offers creative opportunities everywhere, and Out of Home (OOH) advertising is an integral part of that canvas offering a plethora of opportunities.
The reason why OOH continues to grow is that its creative canvas can now be scalable, adaptable and nimble. Allowing advertisers the opportunity to amplify their messages by being in the right location at the right time.
The latest Commercial Economic Advisory Service of Australia (CEASA) report for 2017 shows OOH, once again, outperforming the total media spend growth, with a 6.1% growth in revenue vs total media growth 2.8%.*
This result means OOH still holds its spot in the top three revenue growth channels for 2017; Cinema takes the number one spot with 6.7% growth, and Online, falling from its long-held top position, comes in at third place with 5.3% growth.
CEASA also reports that $14.12B was spent on advertising in Australia in 2017, with OOH growing its share from 5.7% to 5.9%, while Online, grew its share from 44.4% to 45.5%.
Many have predicted that this is going to be the year of OOH. Attributed to the rapidly increasing digitisation of the channel, the ascendance of smart cities, increased consumer expectations for responsive experiences, and an explosion of location data.
This is why OMA members continue to invest in innovation and technology, with digital OOH making up 49.7% of revenue in quarter one of 2018.
The reasons are many and measurable as to why you need to come with us – look up, look around, and embrace the potential of OOH.
For more details on CEASA results check out this month’s Anatomy of Out of Home.
** Of total advertising spend (excluding Classifieds and Directories).