OOH audience growth in Australia outstrips population growth

In 2017 in Australia, the OOH audiences grew by 2.2% outstripping population growth, which grew by 1.7%, as per the data released by MOVE (Measurement of Outdoor Visibility and Exposure), which shows double-digit audience growth in the last seven years. Cumulatively, since MOVE’s launch in 2010, the national audience for OOH has grown by 23% versus 14.9% population growth for the same period.

Charmaine Moldrich, CEO of the Outdoor Media Association and MOVE, said: “While other traditional media channels see their audiences fragment or decline, OOH’s audiences continue to grow. This is great news for advertisers who are looking to reach large audiences with their products and services. What’s more, we know that when people are out of home they are primed and ready to take action. In fact, our neuroscience research shows that people are two times more likely to respond to something they see when they are outdoors.”

MOVE announced following the update of its system that OOH advertising can now reach 12.6 million people daily – a growth of 200,000 people on average in OOH environments each day when compared to last year’s numbers.

Australians are making 52 million trips across the five markets measured (Adelaide, Brisbane, Melbourne, Perth and Sydney), increasing exposure to the 81,980 advertising faces measured by MOVE.