Outdoor Advertising Trends

The outdoor advertising industry is witnessing a robust evolution, fuelled by technological innovation and shifting consumer habits. Australia's Out-of-Home (OOH) advertising industry has demonstrated substantial growth and resilience. The industry's net media revenue reached $1.06 billion, marking a 27.6% increase from the previous year's revenue of $831.1 million. ​ Digital Out-of-Home (DOOH) advertising has been a significant contributor to this growth, accounting for 64.1% of the total net media revenue in 2022, up from 58.8% in the prior year. ​ With a resilient market and growing digital integration, staying attuned to these trends is essential for success. This concise analysis highlights key developments and strategies shaping outdoor advertising in this dynamic region.

Leading Industry Players

Key players drive the outdoor advertising landscape. In Australia, JCDecaux Australia excels with street furniture and large-format billboards, while oOh!media dominates roadside and airport media with digital focus. APN Outdoor specialises in transit and billboards. In New Zealand, QMS Media offers digital and static solutions, Go Media leads with digital billboards, and MediaWorks Outdoor provides diverse screen options. These companies enhance advertising reach.

Emerging Outdoor Trends

Outdoor advertising is thriving. Digital Out-of-Home (DOOH) leads with 74.4% of Australia’s 2024 revenue ($593.1 million), projected to reach $1.27 billion by 2030 with a 10.6% CAGR. Transit advertising captures commuters with digital displays, while static billboards offer high visibility for long-term campaigns. Programmatic DOOH enables real-time targeting, boosting efficiency. Health and retail networks, like Bunnings’ LED screens, target specific contexts. Street furniture and street posters integrate ads into urban life, and tactical/guerrilla media creates buzz with interactive installations. Sustainability initiatives and data-driven campaigns further refine the industry.

Strategies for Marketers

To succeed, marketers should:

• Leverage DOOH and programmatic DOOH for targeted, dynamic ads

• Utilise transit advertising and street furniture for mass reach

• Explore tactical/guerrilla media for creative engagement

• Align with sustainability initiatives to build trust

• Adopt data-driven campaigns for precise measurement

These approaches enhance visibility and impact.

Outdoor advertising in Australia and New Zealand offers a potent platform for innovation. For expert planning and buying, contact Glenda Wynyard at Media Precinct, specialists in data-driven outdoor strategies and multi-platform campaigns.

Outdoor Advertising Trends in Australia and New Zealand