Recent news about billboards Sydney and the wider Australian market highlights a few key trends.
• Digital Dominance and Expansion: The out-of-home (OOH) advertising sector, including billboards, is heavily focused on digital growth. Companies are continually expanding their digital networks, with a significant portion of OOH revenue now coming from digital screens. A recent installation in Bega, for example, marked a milestone for Gawk Outdoor Advertising digital network in New South Wales. This push toward digital is driven by the flexibility and dynamic nature of the medium.
• Awards and Creative Campaigns: The industry is also being recognized for its creativity. At the recent MFA Awards, Clemenger’s “Clash of Commuters” campaign, which used OOH to great effect, won the prestigious Grand Prix. Additionally, Carat Australia secured a $250,000 outdoor campaign backed by OMA members, indicating strong investment and confidence in the medium.
• Urban Development and Placement Issues: There have been past reports about challenges with billboard placement in Sydney. For instance, the City of Sydney Council has had to spend money to remove or relocate badly-placed street furniture and digital billboards that were hindering pedestrian access. While this is not a new development, it highlights the ongoing dialogue about how digital advertising integrates with the urban environment.