The Australian out-of-home (OOH) advertising industry, which includes billboards, continues its strong performance, with a notable focus on digital expansion. Recent news highlights a few key trends and developments.
• Digital Dominance: Digital billboards and screens are leading the charge, now accounting for over three-quarters of the total OOH revenue. Companies like Gawk Outdoor are actively expanding their digital network, with recent installations in regional areas like Bega, New South Wales. This growth is driven by the flexibility and dynamic capabilities of digital screens.
• Industry Revenue Growth: The sector is experiencing significant financial growth. The Outdoor Media Association (OMA) reported a substantial revenue increase for the first half of 2025, and projections suggest this upward trend will continue. Roadside Billboards Advertising remain the largest contributor to revenue.
• Campaigns and Agency News: A $250,000 outdoor campaign, backed by OMA members, has been won by Carat Australia. This indicates continued investment and confidence in the medium. In other industry news, the MFA Awards 2025 saw Clemenger’s “Clash of Commuters” activation win the Grand Prix, showcasing innovative and creative uses of OOH.
• Environmental and Regulatory Considerations: A proposed plan by the Melbourne city council to turn off digital billboards late at night to curb light pollution is a notable development. This indicates a growing conversation around the environmental and social impacts of digital signage, which could influence future regulations and industry practices.