Out-of-home industry reports revenue growth during wider advertising downturn
The out-of-home industry has reported an 8% lift in net media revenue for 2024, bucking the wider industry downturn in advertising.
The OOH sector brought in a reported $1.302 million for 2024, compared to an adjusted figure of $1.205 million for 2023.
The December quarter saw a 6.6% leap from the same period in the prior year, with the industry netting $393.8 million, up from $369.5 million (adjusted “to reflect changes in the OMA membership”).
According to the Outdoor Media Association, digital OOH revenue now accounts for over three-quarters of all OOH revenue.
“Out-of-home continues to prove its resilience and strength,” OMA chief executive, Elizabeth McIntyre, explained.
“With its unique combination of ubiquity, trust, and digital innovation, OOH has cemented itself as the medium of choice for advertisers seeking both immediate impact and long-term brand equity.
In a challenging and rapidly evolving advertising landscape, OOH delivers a powerful, non-intrusive presence that remains a trusted partner for media buyers navigating shifting priorities and economic pressures.”
McIntyre added that innovation and adaptability means the sector is “primed to thrive in both flat and improving market conditions”.
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