In an era dominated by digital screens and online marketing, outdoor advertising remains a powerful and effective medium for brands looking to capture consumer attention. Recent industry reports reveal that outdoor advertising is not just holding its ground—it’s growing.
Out of Home Industry Growth
According to the Outdoor Media Association (OMA), the Out of Home industry announced in January a strong 8.07 per cent increase in net media revenue for 2024, reporting $1,301.8 million, up from an adjusted figure of $1,204.6 million for 2023. This growth is driven by both traditional static billboards and the rapid expansion of digital outdoor which now accounts for over 75.2% of total net media revenue. This growth showcases the resilience and adaptability of outdoor advertising in the evolving marketing landscape.
Effectiveness of Outdoor Advertising
Studies indicate that 92.6% of Australians are exposed to outdoor advertising and that 71% of people recall seeing a regional billboard, which is almost 20% higher than other traditional channels. Billboards drive people to search about your business, with 32% of regional Australians influenced to visit a website after seeing a billboard ad.
One of the key strengths of outdoor advertising is its ability to reach audiences during their daily routines. 82% of people over the age of 14 leave their homes daily, whether commuting, shopping, or socializing, making outdoor one of the most consistent and unavoidable ad formats.
Digital Out of Home Advertising Leading the Charge
The rise of programmatic digital outdoor has revolutionized the industry. Advertisers can now use real-time data to target specific audiences based on location, time of day, and even weather conditions. This dynamic capability has led to an increase in engagement rates for digital outdoor campaigns compared to traditional static billboards, with 72% of small businesses in regional markets seeing an increase in customer engagement with billboard advertising.
The Future of Outdoor Advertising
As urbanization continues and smart cities develop, Outdoor advertising is expected to integrate more seamlessly with technology, including AI-driven campaigns, interactive digital screens, and augmented reality (AR) experiences. Sustainability is also a growing focus, with many outdoor providers adopting solar-powered billboards and eco-friendly printing materials to align with global environmental trends.
With its ability to cut through the noise of digital clutter and engage audiences in the real world, outdoor advertising is proving to be an indispensable part of modern marketing strategies. As brands seek impactful ways to connect with consumers, the streets, highways, and urban spaces will continue to be prime real estate for advertising success.
Sources:
Outdoor Media Association Australia (OMA), 2022
Nielsen AdEx Insights, 2023
Roy Morgan Research, 2022
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