Question 1

Is the Australian outdoor advertising market actually recovering from the pandemic?

Accepted Answer

The market is on track to reach $1,205 million by 2024, representing a 5.0% CAGR from 2019 levels. This recovery follows a significant 18% year-on-year revenue decline experienced during 2020.

Question 2

Which specific segments are driving growth in the sector?

Accepted Answer

Growth is entirely concentrated in Digital OOH (DOOH), which is forecast to expand at a 14.2% CAGR through 2024. By that time, digital formats will account for 81.5% of total market revenue, up from 57.5% in 2020.

Question 3

What is the business case for combining OOH with other media channels?

Accepted Answer

Integrating OOH into a broader media mix including TV and digital channels delivers a 27% increase in campaign ROI. Operators are now validating this performance by leveraging massive datasets, including 2.5 billion annual banking transactions, to track audience behavior.

Question 4

How is the buying process changing for advertisers?

Accepted Answer

The market is shifting rapidly toward automation, with Australian programmatic spend reaching an estimated $2.3 billion in 2020. This transition facilitates easier market entry for diverse ad buyers but also opens the door for dominant tech platforms like Google to enter the space.

Australia Out-of-Home Market Outlook

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