Report Overview

Australian Out-of-Home Market Outlook 2017: Widespread growth driving investment in digital

The Australian Out-of-Home (OoH) market has been growing continuously for the past seven years, with CY16 posting a notable 15.8% year on year increase
Total revenue for 2016 was at an all-time high of $789.5 million, up from $682.1 million in 2015
From CY2016, we anticipate the market growing at a 4.9% CAGR to reach $1,005 million by CY2021, the primary drivers for this being:
  • Audience: OoH audiences have grown 20.3% over the past six years (according to MOVE numbers)
  • Location: most OoH advertising screens are located in urban areas, targeted an increasingly urban and mobile Australian population
  • Flexibility: contrary to most traditional media such as print, Digital Out-of-Home offers the ability to modify advertisements in real-time and to engage directly with customers
2017 will be a year of widespread growth:
  • Digital Out-of-Home (DOOH) will continue on its massive growth path, currently representing 38.1% of the market
  • Outdoor advertisers will continue to develop innovative formats and link their innovations to mobile devices (e.g. QR codes, beacon devices etc.)