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What Are The Latest Australia Media $ Spend Figures?

According to the latest edition of Marketing Magazine (who quote Nielsen Media Research), out of the total media spend of $13.2 billion in 2012 in Australia, four out of the nine key areas saw an increase year on year.

Read on to find out the latest stats

 No surprise is the rise of online by 25.6%, followed by a 12.9% growth in cinema, 11.5% growth in pay TV and a 1.7% growth in out-of-home (OOH).

 The article was very much about the rise of OOH and provided some interesting statistics:

 Total Spend of OOH by category for 2012 was:

 The Top Ten OOH Advertiser Categories were:

  1. Retail
  2. Entertainment & Leisure
  3. Finance
  4. Motor Vehicles
  5. Beverages – alcoholic
  6. Travel/Accommodation
  7. Food
  8. Media
  9. Government
  10.  Beverages – non alcoholic

 The OOH advertising industry consists of advertiser spending on billboards and street furniture, on displays in retail and transit areas and sports arenas, and on captive advertising networks (e.g. in bathrooms and elevators). Digital out-of-home (DOOH) has increased the appeal of this advertising medium. 

 DOOH refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, petrol stations, and public spaces.

 DOOH networks typically feature independently addressable screens, kiosks and jukeboxes and/or jumbotrons (eg large screens at sporting events or in major cities). DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as Digital Signage.

 DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in Point of Purchase (POP) Displays. The displays allow consumers to get additional information at the moment of decision on a product or service with smart phones and Bluetooth technology opening many options for advertisers.

One of the reasons that this category is growing so rapidly is because busy people are typically busy at home and with the introduction and acceptance of digital video recorders, it has diluted the frequency with which traditional television commercials are viewed. Every day more TV viewers are skipping past commercials with their DVRs which, using multi-screens, or leaving the viewing area all together, in turn has made OOH advertising all the more appealing. As a result, traditional TV advertisers are hungry for an effective substitute, and DOOH ads appear to be one of the solutions. 

Another factor that has undoubtedly assisted the OOH offer was the introduction of MOVE which is a web-based measurement system used by media agencies and operators to determine the reach and frequency of OOH campaigns.  Developed by the Outdoor Media Association (OMA) it is the first system globally to provide results on each of the different outdoor formats and environments, as well as provide cross-formatting opportunities.  Hard evidence and analytics are a key part of any media planners toolkit which makes justifications for spending $ on this advertising medium.

Is OOH advertising an option for your business?

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