Australian OOH industry has posted an increase of 7.2% on net media revenue year-on-year in the third quarter of 2017, posting $199.9 million, up from $186.4 million for the third quarter in 2016. Digital revenue is sitting at 46.0% of total net media revenue year-to-date, which is an increase over the recorded 38.8% for the same period last year.

“This continued growth, since post the GFC in 2009, is a reflection of OOH’s ability to be a viable advertising channel despite the major disruption other traditional and new media channels are facing. OOH has a credible and proven metric, its audiences continue to grow and the industry’s investment in digital signs is a few of the reasons that see our revenue growth go from strength to strength,” said Charmaine Moldrich, CEO, Outdoor Media Association.

“And our clients are embracing the many new opportunities to engage with audiences, and we are seeing more and more innovative and creative campaigns that are getting a reaction. Advertisers are using the strength of OOH as a media multiplier and leveraging on the platform’s ability to deliver creative opportunities everywhere,” said Moldrich.