Traditional Out-of-Home Advertising - Australia & Oceania

In Australia & Oceania, ad spending within the Traditional Out-of-Home Advertising market is forecasted to reach US$363.00m in 2024.
It is anticipated that ad spending will demonstrate an annual growth rate (CAGR 2024-2030) of 1.62%, leading to a projected market volume of US$399.70m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$8.36 in 2024.
Australia's Traditional Out-of-Home Advertising market is seeing a shift towards digital billboards to reach a tech-savvy audience in urban centers like Sydney and Melbourne.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Australia & Oceania is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Australia & Oceania are increasingly drawn to Traditional Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital media, consumers are becoming more selective about the advertisements they engage with online. Traditional Out-of-Home Advertising offers a tangible and immersive experience that cannot be replicated digitally. Additionally, the large-scale nature of billboards and signage allows for creative and eye-catching visuals that capture the attention of passersby.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Australia & Oceania is the integration of digital technology. Digital billboards and interactive displays are becoming increasingly popular, allowing advertisers to create dynamic and engaging content that can be updated in real-time. This trend is driven by advancements in technology and the desire to capture the attention of a tech-savvy audience. Additionally, the use of data and analytics is enabling advertisers to target specific demographics and measure the effectiveness of their campaigns. Another trend in the market is the increasing focus on sustainability and environmental responsibility. Advertisers are recognizing the importance of reducing their carbon footprint and are seeking out eco-friendly options for their campaigns. This includes the use of recycled materials for billboards and signage, as well as the incorporation of renewable energy sources to power digital displays. This trend is driven by growing consumer awareness and demand for environmentally conscious practices.

Local special circumstances: Australia & Oceania is a diverse region with unique cultural and geographical characteristics that influence the Traditional Out-of-Home Advertising market. The vast landscapes and outdoor lifestyle of Australia and New Zealand make outdoor advertising an effective way to reach a large audience. Additionally, the region's tourism industry presents opportunities for advertisers to target both domestic and international visitors. In countries like Fiji and Vanuatu, where tourism is a major economic driver, outdoor advertising plays a crucial role in promoting local attractions and businesses.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Australia & Oceania is also influenced by underlying macroeconomic factors. The region's strong economic growth and stable political environment create a favorable business climate for advertisers. Additionally, the increasing urbanization and population growth in major cities like Sydney, Melbourne, and Auckland provide a large and diverse consumer base for outdoor advertising. The rise of disposable income and consumer spending in the region further contributes to the demand for advertising services. In conclusion, the Traditional Out-of-Home Advertising market in Australia & Oceania is developing and expanding due to changing customer preferences, integration of digital technology, focus on sustainability, unique local circumstances, and favorable macroeconomic factors. As the market continues to evolve, advertisers in the region will need to adapt their strategies to effectively engage with consumers and make a lasting impact.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.