Outdoor advertising industry bounces back

The Outdoor Media Association said it represented a growth of 19 per cent to $477m on the previous year.

The OMA also reported that 2010 figures were 5 per cent ahead of 2008 figures, before the impact of the GFC.

Net revenue for outdoor operators rose by 18 per cent in the last quarter of 2010, with the industry crediting the long-awaited launch of its measurement system, Move, for bringing advertisers back to the medium.

OMA chief executive Charmaine Moldrich said the five-year, $10m investment in measurement had paid dividends.

“Getting Move to the market was a herculean task and a major achievement for the industry,” Ms Moldrich said.

“Last year’s close to $80m revenue growth following the downturn in 2009 makes for an optimistic outlook for 2011.”

Outdoor is making a big comeback all across the globe. Comment or ‘connect’ to discuss how this applies to your business…

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