The Australian digital out-of-home (DOOH) advertising market has seen strong growth across a wide range of venue categories. Currently, there are 14 advertising-based digital out-of-home networks operating in Australia. Australia’s digital out-of-home networks are concentrated around cities and transportation hubs where they are most likely to intercept on-the-go consumers. As a result, there are no true national scale networks. However, as mass mediums go, many of Australia’s DOOH networks have greater reach than comparable mediums, including television. For example, APN Outdoor’s transportation-based network has more than 900 digital out-of-home screens across Australia and New Zealand airports reaching more than 58 million people per year. Many of Australia’s DOOH networks are focused on specific venue verticals such as healthcare, education and offices.
The population of Australia is highly urbanized and heavily concentrated in the eastern states of New South Wales (7.4 million) and Victoria. Victoria is Australia’s most densely populated state and home of Australia’s second-largest city, Melbourne (4.35 million).
Australia ranked as one of the highest in median wealth in the world and the second-highest average wealth per adult in 2013, according to a recent report by Credit Suisse Research Institute. It is the world’s twelfth largest economy, and in 2013, it ranked second in the world after Switzerland in average wealth.
According to the Outdoor Media Association (OMA), a national industry association representing traditional and digital out-of-home media, Australia’s Out-of-Home industry posted double-digit growth of $63.4 million for the month of May 2016, an increase of 19.6% from the same month last year. Year-to-date revenue has increased by 17.8%, tracking at $295.0 million, up from $250.5 million for the same time last year. Digital Out-of-Home revenue accounted for 36.8% of total revenue year to date, up from 22.5% for the same period last year. Australia’s OOH industry finished 2015 on a record high of $677.8 million, up from $579.3 million in 2014.
According to PQ Media, a leading provider of market intelligence, Australia in 2013 became the first global market in which consumers were exposed to digital out-of-home for more than 1 hour per week, fueled by a surging digital out-of-home industry in a country where 90% of the population lives near the largest cities and most of the DOOH media inventory. Total OOH revenues grew in 15 of 16 quarters through the end of 2013 and the key driver was digital out-of-home expansion. The United States remains the world’s largest DOOH market by revenues, however it ranks fourth in consumer digital out-of-home exposure behind Australia, the UK, and Canada, all of which have high concentrations of people near a few major cities where most DOOH engagement occurs.
Digital out-of-home (DOOH) media, also known as digital place-based (DPB) media utilize strategically placed, networked digital signage displays to reach consumers with highly targeted messages in venues that include transportation hubs such as airports, and railway and bus terminals; executive networks in office-building lobbies and elevators; and shopping malls. DOOH advertising networks often provide advertisers with additional engagement opportunities that include interactive touch screens and mobile integration using NFC, BLE, and QR Codes. Advertisers can customize their messages to a specific location, time of day, or special event. Major Australian digital out-of-home companies include Adshel, APN Outdoor, Executive Channel, InLink, oOh! Media, and TorchMedia.
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Digital Out-of-Home Advertising Networks In Australia
|NETWORK||LOCATION||VENUE||REACH & DEMOGRAPHICS||INFO|
|Adlux TV||Adlux’s network of private airport lounges is in 35 cities across Europe, Middle East, Russia, APAC, and Central America||Private Airport Lounges||Reaches high net worth travelers at private jet terminals in Europe, Middle East, Russia, APAC, Central America||View Media Kit|
|Adshel||Adshel allows advertisers to connect, engage and influence commuters where they work, live, shop and play reaching across Australia and New Zealand||Outdoor and Bus Shelter Advertising||Adshel allows advertisers to reach mass audiences across all demographics, reaching 92% of Australians 68 times a fortnight||View Media Kit|
|APN Outdoor||More than 900 digital screens across Australia and New Zealand||Airport Concourses and Departure Gates||Reach exceeds 58 million people per year at Sydney, Brisbane, Canberra, Perth & Christchurch airports||View Media Kit|
|Executive Channel||High definition video walls and digital signage screens in office building lobbies and elevators across Australia||Office Building Executive Network||Reach exceeds 1,800,000 office executives each month||View Media Kit|
|InLink||More than 2,500 digital out-of-home screens in office, carpark, cafe, and fitness locations||Office Building Executive Network||Reach exceeds 1.2 million office professionals daily at over 4500 companies. High-income, highly-educated in the 25-54 age bracket.||View Media Kit|
|oOh! Fly||Digital out of-home networks in concourses, departure, baggage collection and passenger check in areas||Airport Concourses and Departure Gates||Reach exceeds 120 million passengers annually across Australia and New Zealand airports. More than 60% of Australian’s visit domestic airports annually.||View Media Kit|
|oOh! Place||Digital signage networks in more than 300 cafes, over 350 bars and 70 fitness centers across Australia||Retail, Cafes and Fitness Centers||More than 57% of Australians visit a café weekly, 78% of Australians have visited a pub or bars in the past 12 months||View Media Kit|
|oOh! Retail||Digital out-of-home network in shopping malls. Reach exceeds 11 million active shoppers at 500 shopping centers across Australia||Shopping Malls||Average dwell time exceeds 90 minutes. 78% of Australians shop at a mall each week.||View Media Kit|
|Tonic Health Media||More than 470 digital out-of-home screens in general practitioner and hospital waiting areas across Australia||Healthcare Waiting Rooms||Reaches a monthly audience of 2 million people with an average dwell time of 35 minutes. 70% female, 40% of patients have young children.||View Media Kit|
|TorchMedia||TorchMedia’s pharmacy network is the largest in Australia with over 450 locations||Pharmacy Network||58% of the Australians visit a pharmacy at least once each month. On average, each Australian visits a pharmacy 14 times per year.||View Media Kit|
|TorchMedia||More than 43% of people buy items excluding petrol from a service station each month||Gas Stations and Convenience Stores||Reaches more than 8 million (43%) of Australians at Woolworths Petrol and Caltex StarMart locations||View Media Kit|
|VMO||VMO operates one of Australia’s largest digital out-of-home shopping center networks, with more than 1000 large-format digital signage screens located in over 250 key shopping centers||Shopping Malls||Reach exceeds 17 million shoppers each week across Australia||View Media Kit|
|VMO On-the-go||VMO On-the-go is Australia’s leading digital out-of-home ad network at gas station and convenience stores including Woolworths Petrol, BP Australia, Caltex and United Petroleum||Gas Stations||Reach exceeds 8 million consumers each month across Melbourne, Adelaide, Perth, Brisbane and Sydney||View Media Kit|