The Outdoor Media Association (OMA) 2022 Annual Report says outdoor advertising companies recorded a record $1.06 billion in net media revenue in 2022, with OOH now accounting for 12.2% of total Australian advertising revenue.
The report said Digital OOH (DOOH) revenue was now 64.1% of OOH net media revenue, an increase from the 58.9% for the same period last year.
“The Outdoor industry had a successful 2022, with revenue goals reached, a growing membership and positive market feedback across initiatives including the Creative Collection, Creative Guidelines, Industry Standards, and the launch of MOVE 1.5.,” said OMA CEO Elizabeth McIntyre (pictured).
“This positions us well for the launch of MOVE 2.0 which will revolutionise audience measurement, and provide increased granularity on Out of Home audiences. It’s all part of our evolving strategy to build a stronger, more prosperous and resilient industry into the long term.”
Highlights from the report include:
Community responsibility: OMA members have donated advertising space valued at more than $126M to over 218 organisations. This includes the OMA led healthy eating campaign Better than you Remember, launched in partnership with Health and Wellbeing Queensland and Nutrition Australia, valued at $8M and reaching 10.4M people over four weeks.
Digital transformation: The industry continues to grow digital Out of Home (DOOH) opportunities, with DOOH revenue reaching 64.1 per cent of total revenue.
Innovation propelling growth: The OMA launched MOVE 1.5, a significant upgrade on MOVE to provide audience data and user-friendly reporting for both classic and digital signs. Industry Standards and the Neuro Impact Factor (NIF) are giving agencies and advertisers a qualitative measure to help better understand the impact of their campaigns and supercharge their campaign decision making power.
Future Focused: Attention, reach and impact metrics will be coupled with the release of an industry Impression Multiplier that provides a standard measurement methodology for campaigns bought programmatically. The automated Insertion Order (IO) is also in development, allowing for one source of information for media owners, agencies, and verification providers. All set for release in 2023 and paving the way for what’s to come with MOVE 2.0.
“The Out of Home channel is one of the most trusted for broadcasting community awareness messaging with the power to influence positive sentiment and behavioural change,” McIntyre said. “As an example, 40 per cent of survey respondents indicated they were inspired to add more vegetables to their own and their children’s meals after having seen the Better than you Remember campaign. We recognise our significant role and responsibility as an industry, in supporting charity and government initiatives by supplying them access to audiences.
“The Annual Report is testament to the remarkable growth and resilience of the OOH advertising industry in Australia. With our $17M investment in developing and launching MOVE 2.0 in 2024, the industry will continue to evolve and thrive, driven by solid data, technology, creativity, and a commitment to community and sustainability.”
Launching in 2024, MOVE 2.0 will deliver accurate audience data of digital and classic signs in a more granular way that allows for monthly and seasonal variations, as well as hourly movements, 365 days a year, across more than 100,000 metro and regional OOH sites.
Click here to view or download the OMA Annual Report 2022.
