The Outdoor Media Association has released category breakdowns from its full year revenue results that were announced early this month - showing that digital (DOOH) revenue now accounts for 58.8% of net outdoor revenue.
The Australian Out of Home (OOH) industry recorded a 24% jump in revenue to $812.7 million for 2021 (up from $655.2m in 2020) but revenue still trailed pre-pandemic levels and was down 17.3% on 2019’s $982.3m.
In its ‘full year net media revenue results including category breakdowns for 2021’ announcement on Wednesday, the OMA said: “Digital Out of Home (DOOH) revenue accounts for 58.8 per cent of total net media revenue year-to-date, an increase over the recorded 55.2 per cent* for the same period last year.”
Revenue from Roadside Billboards (over and under 25 square metres) jumped from $273.6m in 2020 to $360.4m in 2021.
Roadside Other (street furniture, bus/tram externals, small format) was up from $154.2m in 2020 to $190.8m.
Covid lockdowns slashed Transport (including airports) revenue from $64.2m in 2020 to $48m in 2021, while Retail, Lifestyle and Other revenue jumped from $165m in 2020 to $213.4m in 2021.
“We began the year cautiously optimistic for industry recovery, and while the second wave of lockdowns mid-May stymied momentum, revenue consistently tracked above 2020 levels,” OMA CEO Charmaine Moldrich said this month. “What’s more, December’s results mark the first month since revenue has risen beyond pre-pandemic levels, up seven per cent from December 2019.”
