The Australian Out-of-Home (OOH) market had been growing continuously until it was hit by COVID in 2020. The market grew at 9% CAGR in the 8 years to FY19 as digital revenues took off but declined by 18% YoY in FY20.

Contents

Executive Summary

Advertising market forecast (2019-2024)

Digital Out-of-Home

Audience Measurement

Supply composition

Demand composition

Integrated marketing

Data is becoming the new differentiator

Programmatic OOH

Tech giants in the OOH market

Methodology

Figures

Fig. 1: Advertising revenue by segment (A$m)

Fig. 2: AdEx (A$m) by sub segment of Out-of-Home – FY

Fig. 3: AdEx (A$m) and growth (%) for Out-of-Home – FY

Fig. 4: DOOH as a percentage of total OOH revenues (2015-24) – FY

Fig. 5: Audience growth YoY (%, MOVE)

Fig. 6: 2019 (CY) growth by format (A$m)

Fig. 7: ROI strategy comparison

Fig. 8: Facebook and OOH – Better Together

Fig. 9: ooh! Media Smart Reach Platform data points

Fig. 10: JCDecaux data offerings

Fig. 11: Programmatic advertising in Australia (A$m)

Fig. 12: Programmatic OOH flowchart (illustrative)

Fig. 13: Google ad delivered programmatically on a billboard in London

Fig. 14: OOH attribution using location data