10.8 million Australians of 14+ age see DOOH each week
By M4G Bureau - September 26, 2019
According to Roy Morgan report, now overall 78% of Australians see outdoor advertising of some type - including digital, billboard or posters
As digital outdoor advertising has proliferated on public transport, sports stadiums, shopping centers, service stations, airports, retailers and elsewhere, new data from Roy Morgan shows a majority of 10.8 million Australians aged 14+ (52%) are now seeing digital outdoor advertising in an average week. This represents a significant increase of 10% points from four years ago when only 42% reported seeing digital outdoor advertising.
However, traditional outdoor advertising does remain more prevalent. Now 15.6 million Australians aged 14+ (76%) seeing traditional outdoor advertising such as billboards or posters in an average week. Overall now 78% of Australians see outdoor advertising of some type - including digital, billboard or posters – in an average week, an increase of 4% points on six years ago in 2013.
These are the latest findings from Roy Morgan’s Single Source Survey which is based on in-depth personal interviews conducted face-to-face with over 50,000 Australians per annum in their own homes.
Analyzing the rise of digital outdoor advertising on a regional level shows city dweller (59%) and far more likely than country folk (40%) to see digital outdoor advertising in an average week while the States with the highest penetration are led by Victoria and Queensland (both 54%).
Outdoor advertising trends for traditional billboards & posters and digital screens
Gen Z and Millennials more likely to see many types of outdoor advertising than average Aussies
Taking a look at different types of outdoor advertising including at airports, train stations, on the sides of buses/trams/trains, at petrol/service stations, shopping centers, in gyms/health clubs, sports stadiums and news-stands shows that younger generations are more likely to see many of these types of advertising than average (and older) Australians.
Over half of Australians (53%) see advertising at shopping centers in an average week however this is exceeded by those in both Gen Z (55%) and Millennials (57%).
Outdoor advertising is also frequently seen at petrol/service stations with 35% of Australians seeing this advertising in an average week however far more Millennials (41%) than Gen Z (31%) see this type of outdoor advertising.
The situation is reversed when it comes to public transport.
Younger Australians in Gen Z (32%) are far more likely to see outdoor advertising at train stations in an average week than either Millennials or the average Australian (both 21%). This trend holds true for seeing advertising on the sides of buses/trams/trains seen by 32% of those in Gen Z in an average week compared to 27% of Millennials and 24% of Australians in general.
In addition to these popular types of widespread advertising those in Gen Z are more likely than either Millennials or the average Australian to see outdoor advertising at airports, gyms/health clubs, sport stadiums and even as news-stands.
Likelihood of seeing outdoor advertising for Australians cf. Millennials & Gen Z
Michele Levine, CEO, Roy Morgan, says digital outdoor advertising is on the move as it is rolled out increasingly in private and public spaces around Australia:
“The growth in digital outdoor advertising over the last few years has been impressive, and relentless. A clear majority of 52% of Australians now see digital outdoor advertising in an average week – up a significant 10% points in only four years.
“Victoria and Queensland are the two States leading the way – digital outdoor advertising is seen by 54% in an average week in these States. While 59% of those living in Australia’s capital cities see this form of advertising at least weekly – well ahead of the 40% in country areas.
“Delving more deeply into the data is revealing. Generation Z (born 1991-2005) and ranging from teenagers to those in their late 20s, are the most likely of any generation to see outdoor advertising on the sides of buses/trams/trains, at train stations, gyms/health clubs and at sports stadia.
"Other generations can be more precisely targeted with particular kinds of outdoor advertising. The older Millennials (born 1976-1990) are the most likely to see outdoor advertising at petrol/service stations and at shopping centres while Generation X (born 1961-1975) are the most likely to see outdoor advertising at airports. Perhaps unsurprisingly Baby Boomers (born 1946-1960) are the most likely generation to see outdoor advertising at news-stands.
“These results show that the ability to reach the desired audience with sophisticated digital outdoor advertising campaigns can be very dependent upon exactly where the digital advertising is deployed.