Digital out of home signage now makes up almost half of the out of home category’s revenue, according to figures from the Outdoor Media Association.
In 2017 digital out of home revenue accounted for 47.3 per cent of total net media revenue, up from 40.2 per cent in 2016.
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The out of home (OOH) industry has now enjoyed eight consecutive years of growth, with the OMA reporting today net media revenue for 2017 increased 6 per cent to $837.1 million.
That compares to $789.5 million for 2016.
In the fourth quarter of 2017, net media revenue rose 4.5 per cent year-on-year, to $252.7 million, up from $241.8 million for 2016.
“These results prove that OOH is a strong channel in the media mix. This is testament to our industry’s drive – rather than resting on our laurels, we continually invest in our platform to ensure we are delivering more to advertisers. We will continue to see this commitment in 2018 and beyond,” said Steve O’Connor, Chairman, OMA.
In 2017 roadside billboards was the biggest OOH segment, accounting for $332.6 million, followed by roadside other ($237.3 million), transport ($135 million) and, retail, lifestyle and other ($132.2 million).
“We know that OOH audiences have grown by 23 per cent over the last seven years, over-indexing population growth of 14.9 per cent. This continued wave of growth puts us in an enviable position as we head into 2018,” said Charmaine Moldrich, CEO, OMA.