Industry Performance

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Revenue Results

The OMA generates performance reporting for the Out of Home (OOH) industry through the compilation of revenue results and share of advertising spend for its members.

OOH experienced its seventh year of consecutive revenue growth in 2016, posting a 15.8%*  increase on net revenue year-on-year, taking the industry’s revenue to an all-time high of $789.5 million, up from $682.1 million* in 2015.Topping off a third year of double-digit growth, which saw consistent year-on-year increases, quarters one, two, three and four saw growth of 19.1%, 18.2%, 14.8% and 12.5% respectively.

The Digital OOH share of net media revenue also continued to grow in 2016: 36.0%, 37.3%, 38.8% and 40.2% respectively across the four quarters.

Revenue results 

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Digital OOH Revenue Results

* 2014 figures have been adjusted to reflect changes in OMA membership, as well as a minor adjustment due to over-reporting.
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Performance by format and quarter

Performance by category 2016**
  • Roadside Billboards (over and under 25 square metres): $296.4 million
  • Roadside Other (street furniture, taxis, bus/tram external, small format): $230.4 million
  • Transport (including airports): $136.3 million
  • ^Retail/Lifestyle/Other: $126.4 million

Revenue results per category

Performance by quarter 2016**
  • First quarter net revenue increased by 19.1% to $176.7 million, up from $148.4 million in 2015
  • Second quarter net revenue increased by 18.2% to $184.6 million, up from $156.2 million in 2015
  • Third quarter net revenue increased by 14.8% to $186.4 million, up from $162.4 million in 2015
  • Fourth quarter net revenue increased by 12.4% to $241.8 million, up from $215.1 million in 2015

Revenue results quarterly 

Note: 2015 figures have been adjusted from previously reported revenue to reflect changes
in OMA membership, allowing direct comparisons in revenue year-on-year.
^ This category reports shopping centre panels, as well as all place-based digital inventory including office
media – covering inventory in lifts and office buildings, cafe panels, as well as digital screens in doctors’
surgeries and medical centres.
**Figures may not add to total due to rounding.

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Commercial Economic Advisory Service of Australia (CEASA) reported the Out of Home share of advertising spend in 2016 at 5.74% of the $13.74 billion total spend.

Media spend

share by media

Source: CEASA (excluding classifieds and directories)
*TV includes Metro and Regional 2011 to 2015 and in addition AVOD (Advertising revnue from Video on Demand) for the first time in 2016. AVOD was 0.3% of total spend in 2016.
^ Other print includes business and rural publications

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Top Advertisers & Advertising Categories

Top 10 advertisers for 2016

Top advertisers


Top 10 advertising categories for 2016

Top categories

Source: Nielsen AIS (excludes digital and direct mail)
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Results From Previous Years

  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
  • 2009
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