Out-of-home

Authors:
Anthony Carter – PwC, Sydney
Kunal Gupta – PwC, Sydney
Steve Bosiljevac – PwC, Brisbane

Market Definition:

The out-of-home (or outdoor) advertising industry consists of advertiser spending on billboards and street furniture, on displays in retail and transit areas and sports arenas, and on captive advertising networks (e.g. in bathrooms and elevators).

Snapshot

  • The out-of-home advertising industry continued its expansion in 2011, growing at 3.7 percent year on year.
  • We expect out-of-home to increase at a compound annual growth rate (CAGR) of 4.8 percent to reach $788 million by 2016.
  • The ability to innovate while delivering targeted messages will underpin this growth.
  • Digital screens will continue to be rolled out to areas with high volumes of foot traffic and high dwell-time locations such as CBDs.

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Introduction

Australian total market: 5 year historical revenues 5 year forecast revenues for 11 E&M segments

Methodology Australian Content – What’s the value?

Perspectives from industry leaders – Interview with Glen Boreham, Chair of the Convergence Review

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Australia at a glance: 5 year historical advertising revenues 5 year forecast advertising revenues 5 year historical consumer revenues 5 year forecast consumer revenues

Global overview: 5 year historical and 5 year forecast revenues for total E&M market, advertising revenues and consumer revenues

Key global themes

Cross media ownership matrix

Australian content: Perspectives from industry leaders – 7 featured interviews

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Each chapter includes the sector brand map, a list of who owns what brands in the sector.

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Books, Magazines, Filmed entertainment, Free-to-air TV, Interactive games, Internet, Music, Newspapers, Out-of-home, Radio, Subscription TV

Special features:
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  • Mobile commerce An analysis of the current and future landscape in Australia

  • Catalogues A data-led look at an underestimated industry