When economic uncertainty hits, smart brands look for advertising channels that deliver proven, reliable results. This week’s announcement from the Outdoor Media Association (OMA) confirms that Billboard Advertising and OOH advertising remains one of the most resilient options in Australia, posting a 9.5% revenue jump for the third quarter.
This significant growth is fantastic news for any business looking to secure high-impact media space. It tells us two crucial things about the current market:
First, Billboard Advertising is an essential buy. Leading brands are increasing their investment, indicating they see Out-of-Home as critical for maintaining brand visibility and mental availability when consumers are out and about. In short, it works, and advertisers know it.
Second, the market is primarily driven by Digital Billboards (DOOH), which now account for 72% of the revenue. This shift towards digital validates the industry’s push for flexibility and efficiency. Digital billboards offer the ability to change creative instantly, use real-time data triggers (like weather or time of day), and deliver messages contextually—all elements that translate into smarter, more cost-effective campaigns.
For clients of discountadvertising.com.au, this growth is a positive sign. It means you are investing in a thriving, high-performance medium that continues to deliver strong returns. When the market is growing this strongly, it’s the best time to leverage efficient media buying to secure your slice of proven ad impact.