While the Rugby World Cup doesn't appear to have got the tills ringing quite as loudly as everyone was hoping, the out-of-home sector has certainly felt the positive effects of the tournament, with the Outdoor Media Association of New Zealand (OMANZ) announcing a Q3 gross media revenue increase of 36 percent over the same period last year.
“This is now the sixth quarter of consecutive growth over the previous corresponding period," says Phil Clemas, OMANZ chair. "Q3 has been particularly strong for out-of-home, in part due to the spend allocated to outdoor media over the duration of the Rugby World Cup.”
On the back of this result, year to date revenue has increased 18 percent over the same period last year, the equivalent of $7.8 million.
Despite what many feared would be draconian MEMA rules about advertising in 'clean zones', Clemas says the RWC has stimulated advertisers—particularly official sponsors, All Blacks sponsors and broadcasters—and agencies to maximise their campaigns through OOH (check out the creative showcase here).
"A large number of advertisers have added OOH to their schedule in order to complement their other advertising, and research reinforces the effectiveness of this approach. Our expectations are that going forward we’ll continue to see wider use of out-of-home media,” he says.
There's been quite a bit of action inside the OOH sector of late, with APN buying Oggi's outdoor assets and its main competitor iSite following suit with the purchase of OTW's billboards. Mobile AdVert has just appointed the Cossack Consultancy to market the space available on Urgent Courier's fleet, relatively new entrant Taxi Impact has managed to get some big brands interested in its moving media options and there are now options to advertise on trains and trams in Auckland. Digital signage, which has long been seen as the future of the industry, is still expensive but is slowly being embraced by some of the bigger players.
Clemas says OMNAZ members are confident of steady growth for the remainder of 2011 and are currently planning activity for 2012 and beyond, including the future launch of the OOH Creative Awards, which were stopped a few years back.