The Out–of–Home industry has continued its renaissance, chalking up $112 million in net revenue for the first quarter of 2011. The takings represent a 5.5% increase in year–on–year revenue compared to the first quarter of 2010.

The Industry ended 2010 posting 19% growth for the year, an increase of $77 million; up from $400 million in 2009 to $477 million in 2010.

“We are very pleased with the steady growth the industry is experiencing, which has seen us post increases in revenue since the first quarter of 2010,” says Charmaine Moldrich, CEO of the Outdoor Media Association. “It was always a question of whether 2010 was a catch-up year following the downturn in 2009, but 2011 first quarter figures show that our growth is based on the value that the market is placing on our channel.”

“The introduction of MOVE (Measurement of Outdoor Visibility and Exposure) and our recent research OUTSMART, has given buyers and advertisers a chance to see our channel as an efficient way of reaching audiences and one that gives value for money with greater returns on investment.” Ms Moldrich said.

Category breakdown for the first quarter 2011

  • Roadside Billboards (over and under 25 square metres) $40 million
  • Roadside Other (street furniture, taxis, bus/tram externals, small format)
  • $44 million
  • Transport (including airports) $16 million
  • Retail $12 million

Look out for the special Out–of–home May issue of Marketing mag, out on newsstand in a fortnight.