Market Insights Advertising & Media Advertising

Out-of-Home Advertising - Australia

Australia

Ad spending in Australia's Out-of-Home Advertising market is forecasted to reach €0.73bn in 2024.
The largest market is Digital Out-of-Home Advertising with a market volume of €0.44bn in 2024.
In global comparison, United States is expected to lead in ad spending with €8,665.00m in 2024.
The average ad spending per capita in Australia's Out-of-Home Advertising market is projected to be €27.43 in 2024.
Australia's Out-of-Home Advertising market is seeing a surge in digital billboards and experiential campaigns, reflecting a shift towards interactive and engaging brand communication strategies.

Key regions: France, India, United Kingdom, Australia, China

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Analyst Opinion

The Out-of-Home Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customers in Australia are increasingly drawn to Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impression. With the rise of digital technology, advertisers are able to deliver more targeted and interactive campaigns, capturing the attention of consumers on the go. Additionally, the use of data analytics allows advertisers to better understand their audience and tailor their messaging accordingly.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Australia is the shift towards digital advertising. Digital billboards and screens have become increasingly popular, offering advertisers greater flexibility and creativity in their campaigns. These digital displays can be updated in real-time, allowing for dynamic and engaging content. Furthermore, the integration of mobile and location-based technologies has enabled advertisers to deliver personalized messages to consumers based on their proximity to a specific location. Another trend in the market is the increasing use of programmatic advertising. Programmatic advertising automates the buying and selling of advertising space, allowing advertisers to target specific audiences and optimize their campaigns in real-time. This technology has revolutionized the Out-of-Home Advertising industry, making it more efficient and cost-effective.

Local special circumstances: Australia's population is highly urbanized, with the majority of people living in cities and towns. This concentration of population makes Out-of-Home Advertising an effective way to reach a large number of people. Additionally, Australia has a strong outdoor culture, with people spending a significant amount of time outdoors for leisure activities. This provides ample opportunities for advertisers to engage with their target audience through Out-of-Home Advertising.

Underlying macroeconomic factors: Australia has a stable and growing economy, which is contributing to the development of the Out-of-Home Advertising market. The country has a high GDP per capita, indicating a strong purchasing power among consumers. This enables advertisers to invest in Out-of-Home Advertising as a means to reach their target audience effectively. Furthermore, Australia has a robust tourism industry, attracting millions of international visitors each year. This presents a lucrative opportunity for advertisers to promote their products and services to a diverse and global audience. In conclusion, the Out-of-Home Advertising market in Australia is experiencing growth and development due to customer preferences for targeted and interactive campaigns, the adoption of digital and programmatic advertising, the local special circumstances of a highly urbanized population and strong outdoor culture, and the underlying macroeconomic factors of a stable and growing economy and a thriving tourism industry.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.