A new report by the Outdoor Media Association claims the out of home (OOH) industry has experienced a 20% increase in net revenue year-to-date, compared to the same period in 2009.

The research was conducted after the third quarter, and also showed net revenue for this July to September segment increased 30% to $111.4 million, compared to $85.8 million in 2009.

Joana Barros of OOH advertising company Adshel says she has definitely noticed an increase in business.

Q3 has seen record breaking growth levels in both revenue and brand count for Adshel, she tells Marketingmagazine.com.au, as outdoor recovers from the downturn faster than most other media.

You may have noticed increasingly interactive OOH ads sprouting up around your city, where you can feel, listen, and manipulate billboards (see execution examples below)

Barros says Clients are also thinking bigger and are excited about the opportunities outdoor advertising presents to interact with their customers and create brand experiences.

Third quarter expenditure in Australian OOH

• Roadside billboards (over and under 25 square metres) $38.7 million

• Roadside other (street furniture, taxis, bus/tram externals, small format) $39.7 million

• Transport (including airports) $16.4 million

• Retail $16.6 million