Out-of-home adverting revenue is continuing to grow at record levels according to the Outdoor Media Association of New Zealand (OMANZ).
Marketing, advertising & media intelligence
Take a look outside and you will see the outdoor advertising industry is booming. Traditional billboards are now competing with digital displays for attention and OMANZ is celebrating a record year. However, is there, perhaps, an overabundance of outdoor advertising cluttering public spaces? We chat to OMANZ chair and iSite CEO Wayne Chapman about whether there might be a case of too much of a good thing in the outdoor industry.
The Outdoor Media Association of NZ (OMANZ) has reported another period of growth for the Out of Home industry, with gross media revenue for Q1 increasing by 2.3 percent over the same period in 2013, reaching $15.8 million for the quarter. Plus: the industry's steps to solve the measurement problem.
The Outdoor Media Association of New Zealand (OMANZ) today announced a fourth quarter revenue total of $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 OMANZ says is a 13 percent increase from 2012.
An Achilles' Heel of the outdoor industry is its perceived lack of measureability and targeting. But iSite Media has taken a big step to remedying that, with the launch of a suite of products that claim to deliver highly targeted outdoor media solutions and offer media agencies better campaign planning tools. Plus: Andrew Renholds gets his spy on.
APN Outdoor and Auckland Council are taking the first step towards transforming Auckland's CBD into the Times Square of the South Pacific, unveiling the first of six digital billboards to be placed across the city.
Outdoor advertising has bounced back after a slow and difficult 2012 to post first quarter revenues of $15.4 million – up by 16 percent from the same period in 2012, according to the Outdoor Media Association of New Zealand (OMANZ).
Wayne Chapman sits on outdoor chair, David MacGregor plays the pay what you want game, GrabOne adds a new role to up its digital ante, iSite reward one of its sales hounds and Orange Group nabs an experienced bean counter.
King takes a break, Connan James sharpens his lance, Clemas returns for another stint in OMANZ chair, Film Construction signs two up-and-coming Kiwi directors and Derek Handley snuggles up with Richard Branson.
Some of the best ads in the world have been simple out-of-home advertising propositions, such as the 1994 ‘Hello Boys’ Wonderbra ad featuring Eva Herzigova, the Economist ‘Light Bulb’ ad which illuminated as pedestrians walked past, or perhaps even Tui's long-serving 'yeah right’ campaign, which has recently enlisted the services of a mobile billboard that will travel to renowned Ridge habitats in Auckland. So, in an effort to promote more of this outdoor magic and give both marketers and agency folk the opportunity to have some fun with the medium, The Outdoor Media Association of NZ is launching the Out There Challenge.
In April this year the outdoor sector industry body OMANZ launched its Step Outside campaign using its own medium to reel in advertiser and media agency interest. And with phase one of the campaign safely tucked away in the past, phase two has kicked into gear, this time adding visual cues in an attempt to drive home the message of how powerful out-of-home advertising can be.
The outdoor sector had a pretty good 2011, not just in terms of the sizeable revenue increase of $13 million over 2010 to reach its highest total yet of $83 million, but also because the industry body OMANZ was given a bit more love. The brand was overhauled, the website was redone, it is hoping to resurrect the Outdoor Awards, and this month it has taken to the streets to spread the outdoor gospel with an out-of-home advertising campaign.
The RWC certainly got the outdoor sector's tills ringing loudly, with a 36 percent increase clocked in Q3 when compared to the same time in 2010. And while the full year totals aren't quite that massive, the Outdoor Media Association of New Zealand (OMANZ) announced a strong finish to 2011, with gross media revenue increasing by 16 percent over 2010 to $72.4 million, the equivalent of a $10.1 million boost.
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.
Titan Media Group, a relatively new player in the Australasian outdoor advertising and media market that focuses on small format media panels, has established a New Zealand arm and will launch on September 1 with 300 sites installed into mall car parks at grocery entrances and trolley bays, with installations continuing to approximately 1400 nationwide.