Question 1

Is the Australian out-of-home market still a viable growth area?

Accepted Answer

The Australian OOH market is valued at $940 million and is projected to expand at a 5.4% CAGR through 2023. Growth is underpinned by the transition from manual sales to programmatic trading, which already accounts for 50% of all digital display advertising in the region.

Question 2

How does programmatic technology change the value proposition of a physical billboard?

Accepted Answer

The industry is shifting from selling physical displays to selling specific audience profiles, supported by a predicted 67.2% programmatic share of digital display by 2020. This automation eliminates manual touch-points and allows for data-driven targeting that can significantly boost the current $940 million market valuation.

Question 3

What is the competitive risk from global technology platforms?

Accepted Answer

Google is actively experimenting in the OOH space to leverage its dominance in the broader programmatic market, which grew from $83.7 million in 2012 to $1.74 billion in 2019. Local incumbents must accelerate the launch of their own inventory trading platforms to defend against these hyperscalers.

Question 4

Does OOH advertising offer a measurable return compared to other media?

Accepted Answer

OOH demonstrates high cross-channel efficacy, particularly when paired with radio where the combined ROI reaches 77%. The integration of programmatic tools and OMA-backed audience measurement mapping is further refining the ability to track and prove campaign performance.

Programmatic OOH: Coming soon to a billboard near you?

Abstract

Key Takeaways

Frequently Asked Questions

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Key Takeaways

Frequently Asked Questions

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