Outdoor Advertising Soars as Other Channels See Declines

Outdoor advertising in Australia grew by 15.8% in September 2024, taking a record 16% market share in ad spending. This growth stems from a shift of investments from digital and TV to outdoor media across various industries. Notably, sectors like Food and Banking each saw over 45% increases in outdoor ad budgets, and the Streaming category's allocation to outdoor grew significantly.

The latest trends reflect OOH's unique position in today’s landscape, where digital fatigue is prevalent. Consumers often engage more deeply with OOH ads because they are perceived as less intrusive and more trustworthy than online ads. Events like the FIFA Women’s World Cup and creative DOOH campaigns continue to spotlight OOH's impact in amplifying brand messages and generating memorable experiences​

Emerging technologies like 3D displays, AI integrations, and immersive experiences are also making OOH an exciting space for advertisers looking to captivate audiences with dynamic, creative content. This trend of blending advanced tech with traditional advertising spaces is a core part of what keeps OOH resilient and growing.