The Outdoor Media Association of New Zealand (OMANZ) says that 2013 was a strong year for outdoor advertising, with year-on-year revenue showing a 13 percent increase from what was a difficult 2012.
According to OMANZ, the fourth quarter revenue total was calculated at $18,659,878, up 1.3 percent from the same time last year. This figure brought the revenue total for 2013 to $66,455,096, which while being lower than the Rugby World Cup Years of 2011 and 2007 was still a promising result for a year that didn't feature any major sporting events.
The OMANZ general manager Adam McGregor was optimistic about the statistics and said it indicated that spending levels were returning to pre-recession proportions.
"The figures announced today demonstrate continued recognition by advertisers of the value out-of-home media offers and OMANZ members are certainly keen to maintain this momentum throughout 2014 and beyond. We’ve seen continual growth in revenue across our medium for the past 12 months now, which is hugely encouraging,” he says.
After the World Cup in 2011, out-of-home advertising suffered the biggest percentage-based slump in revenue when compared to other forms of advertising for 2012. So, it comes at little surprise that these results have been welcomed by the industry.
The ASA's 2012 revenue figures for advertising calculated outdoor advertising's contribution to the industry at $67 million. If this number is to be trusted, then 2013's results from OMANZ would appear to be lower than those from the previous year.
But McGregor points out that "these are two independent studies based on information obtained from different sources."
"We calculated the percentages based on our studies and our results from the previous years. The ASA relies on different information to reach its conclusions. The ASA's results will be released later this year, and we will, as usual, keep an eye on them."
The ASA's annual breakdown of advertising spend is released on about 20 March every year.