OOH industry sees 8% growth in 2024 as digital dominance continues

The Out of Home (OOH) industry in Australia has reported a robust 8.07% increase in net media revenue for 2024, reflecting ongoing growth and the continued expansion of digital formats. According to figures released by the Outdoor Media Association (OMA), the industry generated $1,301.8 million in net media revenue, up from $1,193.7 million in 2023.

Category breakdown: Roadside billboards lead growth

The increase in net media revenue was spread across all major OOH categories, with notable growth in the Transport sector and Retail, Lifestyle and Other segments. The full breakdown for 2024 compared to 2023 is as follows:

• Roadside Billboards (over and under 25 sqm): $540.7 million (up from $516.3 million)

• Roadside Other (street furniture, bus/tram externals, small format): $291.8 million (up from $271.3 million)

• Transport (including airports): $172.9 million (up from $141.2 million)

• Retail, Lifestyle and Other: $296.4 million (up from $275.7 million)

The Transport category saw the most significant percentage increase, rising 22.4% year-on-year, indicating strong advertiser demand in high-footfall transit environments such as airports, buses, and train stations.

Digital Out of Home (DOOH) continues to dominate

Digital Out of Home (DOOH) continues to be a major growth driver for the industry, now accounting for 75.2% of total net media revenue. This represents an increase from 73.4% in 2023, demonstrating the increasing shift towards programmatic, data-driven, and dynamic digital advertising solutions.

With digital technology allowing for greater targeting, flexibility, and measurement, DOOH’s share of the market is expected to continue growing as brands seek innovative ways to reach consumers in outdoor environments.

Strong year despite economic headwinds

The 8.07% growth in OOH revenue comes amid a challenging economic environment, with advertisers carefully assessing budgets in response to fluctuating consumer confidence. The industry’s ability to expand, particularly through DOOH innovation and improved audience measurement tools, has helped maintain momentum.

The Outdoor Media Association (OMA) estimates that it represents close to 100 per cent per cent of the Out of Home (OOH) industry in Australia. Figures provided in this media release are net figures (exclusive of commission, production, and installation). Figures represent advertiser campaigns posted in each quarter. Figures also include all direct sales which are estimated at 10 per cent of total bookings.

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