Reflecting on the ‘Sings of Growth’ research report released by Deloitte Access Economics in Australia, Outdoor Media Association (OMA) CEO Charmaine Moldrich has been quoted in a ProPrint report as saying: “The OOH industry plays an important role in creating vibrant cities while contributing to our nation’s wealth. OOH is moving from strength to strength particularly as our populations become more urbanised and digital technology enhances what our signs can offer advertisers, governments and citizens.”

The Deloitte report predicts these conditions pave the way for OOH media to be a primary media channel as it benefits both government and community.

“At a time when many governments are grappling with budget deficits, the OOH industry provides a revenue stream, paying $1 in every $2 of revenue in rent and taxes to government and other landlords.

“We believe the best outcomes come from collaboration between the OOH industry and government, which in turn benefits the community. This research offers us encouragement to continue on this journey,” Moldrich says.