As traditional media segments face the onslaught of digital, OOH advertising stands out as the only old media medium that is seeing sustained growth.
Traditionally OOH was mostly a real estate play but with digitalisation, it’s now becoming a true digital medium that synergises with other digital media i.e. acquisitions by OOH of Junkee and increasingly personalisation not just on a small scale but on a large scale.
The overall OOH market has grown at a 13.8% CAGR from FY14 to FY17. We forecast it grow at a 5.4% from FY17 to FY22.
With more than A$1.75bn of M&A activity in the middle of CY2018, the Australian OOH market has gone from being dominated by four major players to being ruled by a just two major players, effectively giving rise to a ‘Duopoly’.