Australia’s OOH advertising industry saw a massive 15.7% revenue growth during 2016, according to data released by the Outdoor Media Association. The industry saw revenue grow by more than $100m, from $682.1m to $789.5m.

However, the industry’s rate of increase – driven in part by the arrival of digital billboards – does appear to be slowing, with each of the four quarters a little lower than the previous one. Growth for the four quarters of 2016 was 19.1%, 18.2%, 14.8% and 12.5% respectively.

Meanwhile, digital’s share of the outdoor market rose from 36% in the first quarter of the year to 40.2% in the last quarter.