OOH industry revenue down 24% but OMA hails March turnaround

The Outdoor Media Association (OMA) has reported Australia’s Out-Of-Home (OOH) sector experienced a 24% dip in net media revenue for Q1 of 2021 compared to the same period in 2020.

That dip saw revenue fall from $207.8 million to $158.1 million year-on-year. The result is in line with SMI’s recent release of February ad spend in Australia which showed that outdoor spend was back negative 22.3% in that month on the corresponding prior period.

But the OMA pointed to some promising signs, including a slight increase in Digital OOH (DOOH) revenue as a percentage of total net media revenue spend year-to-date, up from 56.7% in Q1 last year to 57.1%.