In 2024, the OMA commissioned Deloitte Access Economics to quantify this value. The analysis found the OOH industry contributes an estimated $1.3 billion to the Australian economy and develop, manage and maintain over 21,500 public infrastructure items valued at more than $650 million, directly supporting infrastructure and services used by millions of Australians.
"It’s not just about ads," Elizabeth McIntyre added. "It’s about jobs, infrastructure, and creating value that would otherwise come from the public purse. For every dollar of value added by OOH advertising companies, there is more than another dollar of value added across the broader economy."
The ‘Life Without OOH’ campaign is being launched at a critical time, as governments consider further restrictions on advertising, including a ban on occasional food and drink advertising from 1 July on Adelaide Metro buses, trains and trams in South Australia. Industry leaders are urging a more balanced understanding of the role OOH advertising plays in supporting communities.