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Outside on the up: impressive 2011 revenue figures put smiles on outdoor dials

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. 

“Our members are very pleased with how out-of-home has performed during 2011. Revenue has continued to go from strength to strength, in what is still a fairly tight advertising market. We’ve now experienced seven quarters of consecutive growth over the corresponding period, so there’s definitely an increased confidence by both advertisers and agencies in utilising out- of-home advertising to achieve their campaign objectives.

“Without doubt some of the year’s growth has been due to spend allocated over the period of the RWC. However, throughout the year we’ve also seen wider use of OOH as advertisers add it to their schedule either as standalone advertising, or to complement the other elements of their campaign, and research has reinforced the effectiveness of this approach.”

Members have reported that early bookings for 2012 have been encouraging, and OMANZ has been busy bedding down plans for a big year, including including sponsorship of the OOH category of AXIS 2012, an education campaign, a New Zealand specific research study and the 2012 OMANZ Outdoor Advertising Awards, which will roll out later in the year after a long hiatus.

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