Question 1

What is the projected growth for the Australian out-of-home market?

Accepted Answer

The market is forecast to reach A$1.14 billion by 2023, expanding at a 5.4% CAGR. This growth is driven exclusively by digital formats, as traditional physical assets are projected to decline at a -9.2% CAGR over the same period.

Question 2

How dominant is digital compared to traditional signage?

Accepted Answer

Digital Out-of-Home (DOOH) is expected to account for 76.5% of total sector expenditure by 2023. This segment is growing at a 14.3% CAGR, fueled by the rapid scaling of programmatic advertising which is predicted to reach A$2.92 billion by 2020.

Question 3

Who controls the majority of the Australian market?

Accepted Answer

The market remains highly consolidated, with oOh!media and JCDecaux maintaining a combined 75% market share. Competitive advantage is increasingly defined by data scale, with leading platforms now integrating up to 2 trillion data points for audience targeting.

Question 4

Does adding out-of-home to a media mix improve performance?

Accepted Answer

Evidence shows that integrating out-of-home with TV and digital channels generates a 27% increase in ROI. This performance uplift is driving the shift toward data-led geospatial and behavioral targeting.

Australia Out-of-Home Market Outlook

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