Out-of-Home Advertising - Australia & Oceania

Ad spending Australia & Oceania's Out-of-Home Advertising market is forecasted to reach US$912.40m in 2024.
The largest market within the country is Digital Out-of-Home Advertising with a market volume of US$549.40m in 2024.
In a global context, the highest ad spending is expected to be seen United States (US$9.34bn in 2024).
The average ad spending per capita Australia & Oceania's Out-of-Home Advertising market is projected to be US$21.01 in 2024.
Australia is seeing a surge in digital out-of-home advertising investments, leveraging advanced technologies to engage consumers in innovative ways.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Australia & Oceania has been experiencing significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in Australia & Oceania have shown a growing preference for out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital out-of-home advertising, customers are now able to engage with dynamic and interactive advertisements that capture their attention. Additionally, the increasing urbanization in the region has led to a higher demand for out-of-home advertising as more people spend time outside their homes.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Australia & Oceania is the adoption of digital signage. Digital billboards and screens are becoming increasingly popular, as they allow advertisers to display dynamic content and target specific audiences. This trend is driven by advancements in technology and the decreasing costs of digital signage. As a result, traditional static billboards are being replaced by digital displays, providing advertisers with greater flexibility and creativity in their campaigns. Another trend in the market is the integration of data and analytics into out-of-home advertising. Advertisers are now able to collect and analyze data on customer behavior, enabling them to create more targeted and personalized campaigns. This trend is supported by the availability of mobile and location-based data, which allows advertisers to understand the preferences and habits of their target audience. By leveraging this data, advertisers can optimize their campaigns and improve their return on investment.

Local special circumstances: Australia & Oceania is a diverse region with unique cultural and geographical characteristics. This diversity presents both challenges and opportunities for the Out-of-Home Advertising market. Advertisers need to consider the cultural sensitivities and preferences of the local population when designing their campaigns. Additionally, the vast geography of the region requires advertisers to carefully select the locations for their out-of-home advertisements to ensure maximum visibility and reach.

Underlying macroeconomic factors: The Out-of-Home Advertising market in Australia & Oceania is also influenced by underlying macroeconomic factors. The region has experienced steady economic growth in recent years, which has led to increased consumer spending and business investment. This economic growth has created a favorable environment for advertisers, as businesses are willing to invest in marketing and advertising to reach their target audience. Additionally, the region's strong tourism industry has also contributed to the growth of the Out-of-Home Advertising market, as advertisers seek to target both domestic and international tourists. In conclusion, the Out-of-Home Advertising market in Australia & Oceania is experiencing growth due to changing customer preferences, advancements in technology, and favorable macroeconomic factors. The adoption of digital signage and the integration of data and analytics are key trends in the market, allowing advertisers to create more targeted and personalized campaigns. However, advertisers need to consider the local special circumstances and cultural sensitivities of the region to ensure the success of their out-of-home advertising campaigns.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.