New Zealand out-of-home media continues to gain momentum, delivering 16 percent growth in the first half of 2019, compared to the same period in 2018.
Outdoor Media Association New Zealand (OMANZ) members cite a range of key drivers, including the strong adoption of digital out-of-home from new categories, alongside increased spend from traditional category supporters.
The total Q1 revenue for the sector was $30,141,399, followed by another strong performance in Q2, with an increase in revenue of 15.7 percent – a total of $33,922,104, as reported via OMANZ members.
This has resulted in H1 2019 delivering strong growth in revenue, up 16 percent to $64,063,503 gross media revenue year-on-year.
Digital continues to play a significant part in this revenue growth, with it accounting for 60 percent – $38,037,491 – of all revenue.
OMANZ general manager Natasha O’Connor says the first half-year results were excellent.
“Advertisers continue to embrace the benefits of digital out-of-home media with improved relevance, immediacy and audience growth as they prioritise out-of-home as a key component of their comms planning and media mix.”
The latest Nielsen quaterly review shows out-of-home outperforms all media when it comes to the influencing purchasing decisions, making it an increasingly essential part of all media schedules.
O’Connor says they are not expecting any let up to the current momentum in the coming months.
“The rest of 2019 is going to be interesting, as an industry body we remain committed to the delivery of a unified audience measurement tool, continuing to create value for our advertising clients and broadening our membership base to ensure that as a sector we are aligned and supportive of our industry’s key objectives.”