Outdoors Ascend: A Year of Dynamic Growth

Digital Dominance and Revenue Surge

Digital OOH (DOOH) played a pivotal role, contributing to 68.5% of the total net media revenue year-to-date—a substantial increase from the previous year's 57.9%. The overall year-to-date net media revenue witnessed a robust 12.8% growth compared to 2022, amounting to a staggering $826.9 million.

This positive trajectory was not limited to a single quarter; similar gains were observed in both the June and March quarters. The success story of the OOH industry was exemplified by oOh!media's annual Outfronts, where the company showcased data-led campaign planning tools and a commitment to sustainability.

Strategic Moves and Positive Industry Sentiment

OOH media reported a 7% revenue increase to $296.6 million for the first half of the year, with CEO Cathy O'Connor highlighting OOH's consistent outperformance compared to other traditional media, such as television. The industry's resilience during the pandemic-induced disruptions showcased its role as an audience aggregator.

Media agencies echoed the sentiment, emphasizing the strength of OOH in reaching audiences at scale. Lucy Formosa Morgan, MD of Magna, and Andrew Murray, head of trading at UM Australia, praised the growth in digital formats and increased demand for traditional formats like transit.

Anticipating a Transformative 2024

The introduction of MOVE 2.0 in 2024 is poised to revolutionize OOH audience measurement. This launch promises new metrics, including regional audiences, place-based measurements, and year-round audience data. Andrew Murray sees MOVE 2.0 as a valuable tool for agencies to enhance Outdoor planning based on improved audience groups and real-time data.

For oOh!, 2024 holds significant promise, especially with the launch of its fully digital Premium Sydney network. This network, covering premium locations in the CBD and eastern suburbs, aims to connect with affluent audiences previously untapped by OOH advertisers.

Programmatic Rise and Industry Evolution

The rise of programmatic advertising in the OOH sector is evident, with key players making strategic appointments and refining exclusive networks. Georgie Fox, appointed as head of digital sales at oOh!media, and Sam Hannaford, programmatic director at JOLT, signal a growing emphasis on programmatic capabilities.

Industry leaders like Steve O’Connor of JCDecaux Australia and New Zealand foresee programmatic trading playing an even more significant role in 2024, enhancing campaign agility and budget allocation efficiency

Challenges and Opportunities for 2024

As the industry anticipates further growth in 2024, challenges and opportunities are on the horizon. Jeremy Yang, co-founder of Veridooh, emphasizes the need for continuous education about the value of OOH assets. He also notes the potential of AI, the metaverse, and other technologies to strengthen and dynamicize the OOH industry.

Keren Homan, head of platform strategy at Yahoo Australia, sees continued growth for DOOH and pDOOH in 2024, driven by advancements in measurement, targeting, standardization, and dynamic creative. However, collaboration, supply consistency, and defining the role of pDOOH within media agencies remain critical challenges.

Conclusion: A Resilient Industry Poised for Growth

Despite the broader challenges faced by the media industry, the OOH sector in Australia stands out as a beacon of resilience and growth. With innovations like MOVE 2.0, a focus on programmatic advertising, and a commitment to dynamic creativity, the industry is well-positioned to continue its success into 2024 and beyond.