The Australian Out-of-Home (OOH) advertising sector is showing continued growth and a strong focus on digital innovation. Here’s a summary of the latest news:
• Awards and Recognition: Carat Australia won a significant $250,000 OOH campaign at the MFA Awards, a prize backed by members of the Outdoor Media Association (OMA). This win, along with Clemenger’s “Clash of Commuters” activation winning the Grand Prix, highlights the creativity and effectiveness within the industry.
• Digital Dominance and Expansion: Digital OOH (DOOH) is the main driver of growth. Reports indicate that digital screens now account for a substantial majority of all OOH revenue. Companies like oOh!media are continuing to invest in and roll out new digital screens in retail centers across the country, further cementing this trend.
• Industry Events and Partnerships: The industry is active with events like MFA EX, which brings together media professionals. The OMA’s partnership with the Media Federation of Australia is seen as a way to foster the next generation of marketers and promote the Out Of Home Advertising channel.
• Market Performance: While broader advertising market news has been a bit mixed, OOH continues to be a standout performer. Recent industry reports have noted that the sector is experiencing significant revenue growth and is expected to continue taking market share from other media formats.