Now in its sixth consecutive year of growth, the outdoor media industry has continued its upward revenue trend in producing half yearly results 11 per cent higher than for the same period last year.
The sector recorded $217.4 million in net media revenue over the first six months of 2008 compared to $195.8 million in the first half of 2007.
Quarterly figures showed year-on-year growth of 9 per cent, rising from $100.6 million to $109.5 million.
Outdoor Media Association CEO Helen Willoughby said the results were particularly pleasing given the signs of a slowing economy.
“The cost-benefit of using outdoor to reach mass audiences has enabled the industry to punch above its weight,” Ms Willoughby said.
“While new technologies and the investment being made in audience measurement have assisted, the strong results for large format and posters are an indication that the traditional outdoor medium is still popular among advertisers.”
All sectors recorded good increases throughout the half year, with posters experiencing the greatest growth at 19%.
Half yearly revenue rises across the industry formats were as follows:
• Street furniture, including bus /trams stops, retail, & phone booths up 7%, from $77.3 million to $83.0 million.
• Large format, including billboards, super sites & spectaculars up 15%, from $64.8 million to $74.6 million.
• Transit, including advertising on buses and trams, taxis & railways up 9%, from $40.3 million to $44.0 million.
• Posters, including 6 & 24 sheets, up 19%, from $13.3 million to $15.8 million.
Outdoor Media Association
http://www.oma.org.au/
