The outdoor media industry grew 3.2 per cent in 2008 as net revenue reached $453.8m compared to $439.9m in 2007. According to the Outdoor Media Association the industry achieved a strong first half followed by a weaker second half.
OMA CEO, Helen Willoughby says, “Across the board media has been reporting tougher conditions and it has been no exception for the outdoor industry. The positive news is that we still recorded growth at a time when other traditional media proved less resilient.”In 2009, the industry will be changing the way it reports revenue performance to align with the introduction on its new audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure).
Rather than categorise revenue results by format, performance will be reported under the audience environments of Roadside, Transport and Retail.
Roadside will include supersites, billboards, posters, bus/tram shelters, kiosks/toilets, phone booths, free standing panels and bus/tram externals;
Transport will include bus/tram internals, airport internals and precincts, railways stations and bus terminals; and Retail will include all internal shopping centres.
Willoughby continued that the industry would re-cast its figures for 2008 to reflect the new categories to give comparative data for the purposes of analysis and transparency.
Willoughby also announced the appointment of Nicole Moore as the OMA’s new Marketing Manager. Moore was previously the corporate communications manager for Pacific Magazines.
