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 2008, outdoor media attracted around 3.32 per cent of Australia's $13.5 billion annual display advertising expenditure - bringing in $453.8 million in revenue.

Outdoor $net revenue by format 

Year on year graph 2007

Outdoor Advertising - Comparative market shares

Below is an international breakdown of outdoor advertising expenditure based on 2008 revenue results.

Market               

 $ million AUD   

 % of media market

 Australia

453.8

3.32

 Canada

522.9

3.61

 United Kingdom

 1,952.4

5.05 

 United States

10,137.5

5.66

Source:
Australia - CEASA, 2009
Canada - Montreal Gazette, Advertising Spending Growth
UK - OAAUK, June 15, 2009
US - OAAA, June 29, 2009

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 2008

  • Telstra
  • Coca-Cola South Pacific
  • Virgin Blue Airlines
  • Paramount Pictures
  • Fosters
  • Unilever
  • Vodafone
  • Lion Nathan
  • Roadshow Film Distributors
  • Commonwealth Bank