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).
“What we’re seeing is a rebound from a fairly forgettable first quarter of 2012. Following the Rugby World Cup in 2011 there was a lot of malaise in the ad industry and out of home particularly felt that,” says OMANZ chair Wayne Chapman.
In fact, the outdoor category was the worst hit in terms of ad revenue in 2012 – dropping almost a fifth of its revenue from the Rugby World Cup year. Chapman says the latest results show positivity in the market.
“We’ve seen the return of confident brand campaigns, being led by banking, [telecommunications], and automotive,” he says.
“A lot of categories not willing to pop their head out of the foxhole are back in the game in 2013.”
Banks in particular are taking the lead says Chapman, pointing to ASB Bank’s ‘Succeed On’ campaign as an example using outdoor media to support television campaigns effectively.