In a year that saw many media channels experience a decline in revenue, Out of Home maintained its growth trajectory, with the Out of Home Media Association Aotearoa (OOHMAA) announcing today that their member’s 2023 revenue was up 9.4% year-on-year (YOY); total revenue rose to $179m.
Digital Out of Home (DOOH) share of revenue continued to grow, up from 72% in 2022 to 76.3% in 2023. DOOH’s total revenue in 2023 reached $137m, equating to a 15.5% increase YOY. Programmatic Digital Out of Home (pDOOH) also steadily increased its share in 2023. OOHMAA began recording pDOOH revenue in Q2 2022 when it accounted for 2.6% of DOOH revenue. By the end of 2023, that share had significantly increased, to an annual share of 9.3%, demonstrating the potential advertisers see in this channel.
Natasha O’Connor, OOHMAA CEO, says, “There are many contributing factors to the successful performance of Out of Home in 2023. The evolving media landscape plays a role; however, the driving force behind Out of Home’s performance results should be attributed to the ongoing work by OOHMAA members. Their collective efforts to unite and build a strong industry that is focused on delivering a world-class portfolio, deeper audience insights and data, developing standards, investing in education, research and the continued investment in the development of technology and innovation within the channel is why Out of Home is performing so well.’
“With marketers realizing that an overemphasis on performance marketing can be short-sighted, we’re starting to see a more balanced approach being adopted that includes more brand marketing, which plays nicely to one of Out of Home’s strengths – building brands. Being the last true mass marketing medium with the ability to connect with any audience, anywhere and at any time, with an impactful real-world presence, teamed with the channel’s ability to measure campaigns’ effectiveness and compare them with other channels to align channels’ performance you’ve got a compounding reason for the continuing growth of Out of Home,” concludes O’Connor.
About OOHMAA (Out of Home Media Association Aotearoa)
OOHMAA (previously OMANZ) is a not-for-profit, professional, cohesive industry body representing key Out of Home Media display companies who collectively contribute approx. 90% of total out of home advertising industry revenue. OOHMAA’s key focus is to educate and raise awareness of Out of Home media’s role within the community, build and sustain relations with its key stakeholders, develop best practice industry standards and provide services to its members. OOHMAA is governed by a board of directors who are all committed and passionate about raising the profile of the Out of Home industry in the New Zealand market. Members of OOHMAA adhere to a Code of Practice and abide by the regulatory frameworks in which they operate. OOHMAA media display members: Ad-Vantage Media, Bekon Media, GO Media, JCDecaux, JOLT, HYPER, LUMO, MediaWorks, Media5, oOh! Media and VAST.
[…] OOH revenue growth was over 9% for OOHMAA members YOY. Though OOHMAA is a non-revenue driving association and cannot directly link the industry’s growth to any initiatives they have in the market, the medium is performing well there. O’Connor says there are many contributing factors to New Zealand’s OOH success in 2023. She says that the driving force behind out-of-home performance results should be attributed to the ongoing work by OOHMAA members. […]