Outdoor Advertising Trends

Glenda Wynyard
Jun 23
8 min read

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

As of 2024, 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.

In the first half of 2024, the Australian OOH industry generated $593.1 million, reflecting an 8% increase compared to the same period in 2023. Notably, OOH continued its dominance, comprising 74.4% of the total net media revenue during this period.

Looking ahead, the Australian digital out-of-home advertising market is projected to reach $1.27 billion by 2030, with an anticipated compound annual growth rate (CAGR) of 10.6% from 2025 to 2030.

While specific data for New Zealand's OOH advertising industry is not readily available in the provided sources, the overall Australasian market is experiencing a positive trajectory. The Traditional Out-of-Home Advertising market in Australia and Oceania is projected to grow by 1.29% from 2025 to 2029, resulting in a market volume of $0.40 billion by 2029.

The outdoor advertising landscape in Australia and New Zealand is undergoing significant transformations, driven by technological advancements, changing consumer behaviours, and innovative strategies. This report provides a comprehensive overview of the current trends, major players, and various segments within the out-of-home (OOH) advertising industry in these markets.

Major Players in the OUTDOORAdvertising Industry

Australian Outdoor Advertising Industry:

JCDecaux Australia: A leading OUTDOORcompany offering extensive coverage across street furniture, transit, and large-format billboards.
oOh!media: Specialises in roadside billboards, retail, airport, and place-based media, with a strong emphasis on digital integration.
APN Outdoor: Focuses on transit and billboard advertising, providing both static and digital solutions.

New Zealand Outdoor Advertising Industry:

QMS Media: Offers a diverse portfolio, including digital and static billboards, street furniture, and transit advertising.
Go Media: Known for its extensive digital billboard network and transit media solutions.
MediaWorks Outdoor: Provides a range of OUTDOORadvertising options, including digital screens and traditional billboards.

Key Segments in Outdoor Advertising

1. Transit Advertising

In both Australia and New Zealand, transit advertising remains a vital channel, encompassing advertisements on buses, trains, trams, and taxis. This medium effectively captures the attention of commuters and urban audiences, offering high-frequency exposure. The integration of digital displays in transit environments has enhanced the flexibility and impact of campaigns.

2. Static Billboards

Traditional static billboards continue to be a staple in outdoor advertising. Their prominent placements along highways and urban centres provide brands with high visibility. Despite the digital shift, static billboards remain effective for long-term brand messaging and reaching broad audiences.

3. Programmatic Digital Out-of-Home (DOOH)

The adoption of programmatic buying in Digital Out-of-Home is accelerating, allowing advertisers to deliver targeted messages in real-time. This approach enhances efficiency and audience targeting, enabling dynamic content based on factors like time of day and weather conditions. The global market is witnessing a significant rise in programmatic DOOH, reflecting its growing importance.

4. Health and Retail Networks

Advertising within health networks, such as hospitals and clinics, and retail environments, including supermarkets and shopping centres, is gaining traction. These settings offer advertisers the opportunity to reach consumers in specific contexts, enhancing message relevance. For instance, Bunnings has expanded its in-store media by installing large LED screens, tapping into Australia's retail media market.

5. Street Furniture

Utilising street furniture—such as bus shelters, benches, and kiosks—for advertising combines functionality with brand messaging. This approach integrates advertisements into the urban landscape, providing utility while capturing consumer attention. The global trend indicates a growing demand for street furniture advertising.

6. Street Posters

Street posters offer a cost-effective and flexible advertising solution, ideal for short-term campaigns and localised messaging. They are commonly used for promoting events, product launches, and cultural activities, effectively reaching pedestrian audiences.

7. Tactical / Guerrilla Media

Innovative and unconventional advertising tactics, known as guerrilla marketing, are being employed to create memorable brand experiences. These strategies often involve interactive installations, flash mobs, or art interventions in public spaces, aiming to generate buzz and social media engagement. Experiential advertising, including guerrilla marketing, is recognised for its ability to leave lasting impressions on consumers.

Emerging Trends in Outdoor Advertising

Digital Integration: The convergence of digital technology with traditional outdoor formats is creating interactive and engaging advertising experiences. The rise of digital billboards and programmatic buying is transforming the industry.
Sustainability Initiatives: There is a growing emphasis on environmentally friendly advertising practices, such as using eco-friendly materials and energy-efficient digital displays.
Data-Driven Campaigns: Leveraging data analytics to inform outdoor strategies enables more precise targeting and measurement of campaign effectiveness. The integration of data-driven targeting is among the major trends shaping the future of outdoor advertising.
Experiential Marketing: Brands are increasingly creating immersive experiences that engage consumers on a deeper level, often blending physical and digital elements. Experiential advertising, including guerrilla marketing and augmented reality experiences, is becoming more prevalent.

Why Marketers Use Outdoor Advertising (OOH) in Australia and New Zealand

Outdoor advertising (Out-of-Home, or OOH) remains a powerful tool for marketers in Australia and New Zealand due to its high visibility, reach, and ability to integrate with digital campaigns. As technology advances, outdoor is becoming more targeted, measurable, and interactive, making it a critical part of an effective marketing strategy. Here’s why marketers should invest in outdoor advertising:

1. Mass Reach & High Visibility

Outdoor advertising ensures widespread exposure to diverse audiences. Unlike digital ads, which can be skipped, blocked, or ignored, outdoor is always on—visible 24/7 in high-traffic areas.

In Australia, over 93% of people see outdoor advertising every week.
In New Zealand, outdoor reaches over 80% of urban populations weekly.

This makes it an ideal channel for brand awareness campaigns and top-of-funnel marketing strategies.

2. Targeted & Location-Based Advertising

Outdoor allows marketers to reach specific audiences in key locations, making it highly effective for local businesses and national brands alike.

Transit Advertising captures commuters on buses, trains, and taxis, reaching professionals and students in high-density areas.
Retail Media & Shopping Centres target shoppers who are actively looking to buy.
Health & Medical Networks engage health-conscious consumers in clinics and pharmacies.
Billboards & Street Furniture provide mass awareness in urban centres, highways, and suburbs.

For example, a fitness brand placing ads near gyms, running tracks, or parks ensures relevance and increases conversion potential.

3. Digital Integration & Programmatic Buying

The rise of Programmatic Digital Out-of-Home (pDOOH) allows advertisers to buy dynamic, data-driven placements in real-time.

Automated Ad Buying reduces wastage by delivering ads to specific demographics based on data.
Dayparting & Contextual Targeting enables ads to change based on time of day, weather, or live events.
QR Codes & NFC Integration encourages immediate action, bridging the gap between offline and online engagement.

For example, a fast-food chain promoting breakfast items in the morning and dinner deals in the evening using dynamic digital billboards.

4. Complements Other Media Channels

Outdoor amplifies the effectiveness of digital and TV campaigns, reinforcing messaging across multiple touchpoints.

Consumers who see an outdoor ad are 46% more likely to search for the brand online.
Seeing a brand in multiple formats increases recall and trust.
58% of people use their phone after seeing an outdoor ad.

For example, a fashion retailer using Instagram ads and outdoor digital billboards can increase engagement by 38%.

5. Cost-Effective & High Return on Investment (ROI)

Outdoor provides one of the lowest cost-per-thousand-impressions (CPM) of any advertising medium.

Longer Lifespan: Unlike social media ads that disappear, static billboards remain in place for weeks or months.
More Affordable than TV & Radio: Outdoor delivers similar reach at a fraction of the cost.
Higher ROI: Brands see a 38% boost in effectiveness when adding outdoor to their media mix.

For example, a real estate agency can dominate a suburb with outdoor ads at a lower cost than TV or radio.

6. Unskippable & Brand-Safe

Unlike digital and social media ads that can be blocked, skipped, or interrupted by ad-free subscriptions, outdoor is unavoidable.

No Ad Fraud: Ensures 100% real impressions, unlike digital ads that may suffer from bot traffic.
Brand-Safe Environment: outdoor placements do not appear alongside controversial content or fake news.

For example, a luxury car brand using high-end outdoor placements (airport lounges, premium billboards) maintains brand exclusivity.

7. Creative Flexibility & Engagement

Outdoor allows bold, large-scale creativity that attracts attention and encourages interaction.

3D Billboards & Augmented Reality (AR) enhance consumer experience.
Guerrilla & Tactical outdoor create viral buzz through unexpected, disruptive placements.
Street Art & Projections merge advertising with culture, making brands more relatable.

For example, a movie release using interactive bus shelters where fans can "step into" a scene.

Conclusion: Why Outdoor Advertising Matters in 2025 & 2026

The outdoor advertising industry in Australia and New Zealand is evolving rapidly, embracing digital technologies and innovative approaches to engage consumers. By understanding the diverse segments and staying abreast of emerging trends, marketers can effectively leverage Outdoor advertising to enhance brand visibility and connect with target audiences in meaningful ways.

Outdoor advertising in Australia and New Zealand remains a highly effective marketing channel, evolving with data-driven digital integration, programmatic buying, and interactive features.

For marketers, Outdoor advertising provides: