ADVERTISERS INVEST IN DOOH

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Advertisers’ investment in digital out-of-home (DOOH) continues to grow around the world. In Australia, total spend on out-of-home advertising – including conventional as well as digital – swelled by 8.6 percent year-on-year during the third quarter, to reach AUD132m ($125m). Advertisers’ investment in digital out-of-home continues to grow around the world.

Digital seems to have far outpaced even that growth rate. Although a direct year-on-year comparison wasn’t disclosed by Australia’s Outdoor Media Association, it said that digital spend now accounted for 10.8 percent of total revenue, up from 7.5 percent at the end of 2012. That suggests year-on-year growth of well over 40 percent.

The association said, ‘Globally, DOOH advertising is the fastest-growing format in outdoor, so continued growth in Australia is expected as new inventory is made available.’

In France, meanwhile, digital bucked a downward outdoor trend. While the overall French outdoor market shrunk a little from R7589m ($766m) in the first quarter of 2012 to R7499m ($757m) during the same period of 2013, digital outdoor more than doubled from R179m ($18m) to R357m ($36m), according to advertising research body IREP.

Apart from online, all other media categories in Australia also suffered from decreased spend year-on-year. Figures for outdoor advertising frequently do not include so-called ‘place-based’ networks such as those in bars or health clubs, so the real spend in both territories is likely to be even greater.

Falcon Orafol