Facts & Figures

A Growing Industry

Outdoor advertising has been growing steadily since 2002 and, together with online has been identified by industry analysts as offering the greatest growth potential.

In 2006, outdoor media attracted around 3.6 per cent of Australia's $12 billion annual display advertising expenditure - bringing in $378.7 million in revenue. This compares to a share of revenue of between 6 and 13 per cent for most European cities.

The industry enjoyed its best ever results - a 4.2 per cent share - in the year of Sydney's successful 2000 Olympic Games.

Outdoor $net revenue by format 

Outdoor Advertising - Comparative market shares

Revenue share for outdoor advertising is higher in some European and Asian countries than Australia because of differences in population densities, public transport use and government regulations.

Below is an international breakdown of outdoor advertising expenditure based on 2005 revenue results.

Market	$ million AUD	% of media market
Australia	354	3.5
Canada	352	2.5
France	N/A	13.0
Hong Kong	334	4.8
Japan	2,900	4.4
United Kingdom	2,200	9.2
United States	8,200	3.1

 

Who uses outdoor?

Advertisers are increasingly acknowledging the effectiveness and reach potential of outdoor advertising. Today every category of advertiser is featured on outdoor media compared to a select few ten years ago.

Top 10 Advertisers in Outdoor Media 2006

• Telstra
• Nestle Australia / Loreal
• Coca Cola Amatil
• Government Commonwealth
• Unilever Australia
• Commonwealth Bank Australia
• Government NSW
• Villiage Time Warner Group
• Vodafone Communications
• National Australia Group of Companies

Source: Nielsen Media Research

 

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