Australia Outdoor Landscape – by the Outdoor Media Association (OMA)
According to the Outdoor Media Association (OMA), the Australian Outdoor industry posted net revenue year-to-date of $503 million in 2012, a healthy 1.8% increase on $494 million in 2011. This is an impressive result given that many other traditional media are seeing a decrease in audience and market share.
Growth drivers for Outdoor media During the past ten years, the Outdoor industry in Australia has almost doubled in total revenue, with growth expected to continue in the future.
OOH Strengths identified by the OMA include:
As our population grows, Out-of-Home (OOH) becomes more powerful and more relevant. While other mediums are fragmenting and fighting for the consumer’s attention, OOH keeps broadcasting and gaining audiences.
OOH is High Impact OOH achieves great cut-through because it stands alone, it’s not competing with the clutter of other advertisements, as is the case with other media environments. Dominant visibility, larger-than-life images, strong branding and messaging that stands out from the environment – OOH’s impact is largely determined by the creative. Research from Nielsen shows that 86% of people agree that OOH makes brands stand out.
OOH is Engaging The medium is the message. OOH doesn’t come with editorial content. The right message and the right creative are extremely engaging. Digital and mobile technologies used in OOH encourage greater consumer interactivity. According to a study conducted by the Outdoor Advertising Association of America (OAAA), 71% of people said they felt more positive towards a brand that offers interactive OOH. According to Nielsen, 75% of people agree that OOH gives them something to look at when they’re out and about.
OOH is Cost Effective Our studies show that OOH is the second most efficient media in terms of Return on Investment (ROI), after Television. The higher the proportional spend on OOH in an advertising campaign, the more efficient it becomes. According to our Brand Science research, campaigns with greater than 15% of the total spend on OOH have higher ROI. Further, when OOH is included in an integrated campaign, it improves the ROI.
OOH is a Media Multiplier Another strength for OOH is that it acts as a media multiplier. Through our Brand Science studies we know that OOH not only works stand alone but also improves the ROI of other media when you include them in the mix.
OOH offers Sustained Awareness Using OOH is an effective way of increasing the reach and recall of a campaign. Coming second only to Television, OOH delivers strong campaign retention with 55% a week after activity. OMA research shows 82% of people agree that there are some OOH campaigns they remember for a long time. But more so, as shown in our Brand Science studies, when OOH home is used in conjunction with other media such as Television, Radio and online, it has the power to extend the half life of an integrated Television or Online campaign by up to 30%
OOH impacts on the Path-to-Purchase Location-based technology provides consumers with access to brands and relevant content on their Path-to-Purchase. Research from the UK’s Outdoor Media Centre (OMC) shows that OOH is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping.
OMC research shows that: only 13% of consumers stick to a pre-determined purchase list 88% of people see OOH ads and 72% can be swayed towards a product by recently viewed OOH
The OMA is certainly resource rich for OOH from the basic to full spectrum information on how OOH interacts with other media. It is a good place to visit regularly.