Strong Out of Home growth exceeds expectations

The Out of Home Media Association Aotearoa (OOHMAA) today released its H1 2021 revenue results, which shows strong growth for the sector of +54% versus the same period in 2020 with $58.6m media revenue delivered.

 Continued growth in digital formats has contributed to the H1 result, with Digital Out of Home (DOOH) revenue now accounting for $39.1m or 67% of OOHMAA revenue, compared to $23.7m and 62% for the same period last year.

 “Digital Out of Home has a unique ability to effectively build brands by being contextually relevant, delivering broadcast level audiences, creating significant value to advertisers.

 “The strong digital growth highlights the value of its immediacy and audience reach capabilities in what is a very competitive media market,” said Natasha O’Connor, OOHMAA’s General Manager.

The latest figures released by the Standard Media Index (SMI) show, excluding Digital, Out of Home has grown faster than any other media calendar year to date, with early June Ad spend trends showing Out of Home is set to deliver above June 2019 levels.

"The impact of lockdowns significantly impacted the Out of Home market in H1 2020, which accounts for this substantial half-year growth. While it's a pleasing result, what illustrates our recovery more accurately is that we're down just 9% on H1 2019, which was our strongest revenue year ever," continued O'Connor.

The pace of Out of Home's recovery has exceeded all market predictions and OOHMAA members expect the H1 momentum to continue into H2 2021.