Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Australia

Australia

Australia is expected to see ad spending in the Traditional Out-of-Home Advertising market reach €294.10m in 2024.
The market is projected to show an annual growth rate (CAGR 2024-2029) of 2.31%, leading to a projected market volume of €329.60m by 2029.
In 2024, the average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to amount to €11.02.
Australia's Traditional Out-of-Home Advertising market is embracing digital innovation to enhance consumer engagement and drive impactful brand messaging.

Key regions: Germany, Europe, Asia, France, China

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Analyst Opinion

The Traditional Out-of-Home Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customers in Australia have shown a strong preference for traditional out-of-home advertising methods. This can be attributed to several factors, including the ability of these advertisements to reach a wide audience and the high visibility they offer. Additionally, customers appreciate the tangibility of traditional out-of-home advertisements, as they can physically interact with them.

Trends in the market: One of the key trends in the Australian Traditional Out-of-Home Advertising market is the increasing use of digital technologies. This trend is driven by the growing popularity of digital billboards and screens, which allow for dynamic and interactive advertisements. Digital technologies also enable advertisers to target specific audiences and measure the effectiveness of their campaigns in real-time. Another trend in the market is the integration of traditional out-of-home advertising with other media channels, such as social media and mobile advertising. This integration allows for a more cohesive and impactful advertising strategy.

Local special circumstances: Australia's unique geography and population distribution contribute to the development of the Traditional Out-of-Home Advertising market. With a vast land area and a relatively small population, traditional out-of-home advertising methods are an effective way to reach consumers across different regions. Additionally, Australia's outdoor lifestyle and favorable climate make outdoor advertising a natural fit for capturing the attention of consumers.

Underlying macroeconomic factors: Several macroeconomic factors are driving the growth of the Traditional Out-of-Home Advertising market in Australia. Firstly, Australia's strong economy and high consumer spending power provide a favorable environment for advertisers. With consumers willing to spend on goods and services, advertisers see value in investing in traditional out-of-home advertising to capture their attention. Secondly, the increasing urbanization and population growth in Australia's major cities create a larger target audience for advertisers. As more people move to urban areas, the demand for out-of-home advertising continues to rise. Finally, the rise of tourism in Australia contributes to the growth of the market. With millions of tourists visiting the country each year, advertisers see an opportunity to reach a diverse and international audience through traditional out-of-home advertising methods. In conclusion, the Traditional Out-of-Home Advertising market in Australia is developing rapidly due to customer preferences for tangible and high-visibility advertisements, the increasing use of digital technologies, the integration with other media channels, Australia's unique geography and population distribution, as well as the underlying macroeconomic factors of a strong economy, urbanization, and tourism.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.