Digital Out-of-Home Advertising - Australia

Ad spending in the Digital Out-of-Home Advertising market in Australia is forecasted to reach US$472.60m in 2024.
The expected annual growth rate (CAGR 2024-2030) of ad spending is 6.52%, leading to a projected market volume of US$690.40m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending will be generated China.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market in Australia is set to be US$17.70 in 2024.
Australia's flourishing Digital Out-of-Home Advertising market showcases innovative campaigns targeting urban demographics with engaging content and interactive technologies.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) 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. Key players in Digital 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.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customers in Australia are increasingly drawn to the dynamic and engaging nature of digital out-of-home advertising. The ability to display high-quality visuals and videos on large digital screens captures the attention of passersby and creates a memorable advertising experience. Additionally, the interactive features of digital out-of-home advertising, such as touch screens and augmented reality, allow customers to actively engage with the advertisements, further enhancing their appeal.

Trends in the market: One of the key trends in the Australian Digital Out-of-Home Advertising market is the integration of data-driven targeting. Advertisers are leveraging data analytics and audience measurement technologies to deliver personalized and relevant content to specific demographics and locations. This targeted approach not only increases the effectiveness of the advertisements but also improves the return on investment for advertisers. Another trend in the market is the adoption of programmatic advertising. Programmatic advertising allows for the automated buying and selling of advertising space, enabling advertisers to reach their target audience in real-time. This technology-driven approach streamlines the ad buying process and provides advertisers with greater control and flexibility in their campaigns.

Local special circumstances: Australia's unique geography and urban landscape contribute to the growth of the Digital Out-of-Home Advertising market. The country has a high population density in major cities, and the presence of large public spaces and transportation hubs provides ample opportunities for digital out-of-home advertising. Additionally, Australia's strong tourism industry attracts a significant number of international visitors, making digital out-of-home advertising an effective way to reach both domestic and international audiences.

Underlying macroeconomic factors: The growing Australian economy and increasing consumer spending are driving the expansion of the Digital Out-of-Home Advertising market. As the economy continues to thrive, businesses are investing more in advertising to capture the attention of consumers and drive sales. Furthermore, the rise of digital technology and the increasing penetration of smartphones have created a digital-savvy population that is receptive to digital out-of-home advertising. In conclusion, the Digital Out-of-Home Advertising market in Australia is experiencing growth and development due to customer preferences for dynamic and engaging advertising, the adoption of data-driven targeting and programmatic advertising, the unique local circumstances of Australia's geography and urban landscape, and the underlying macroeconomic factors of a growing economy and digital-savvy population.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.