The end of 2017 has seen Outdoor revenue, through OMANZ members, surpass NZ$120 million for the full year, increasing 18% versus 2016. The growth across two years is 50% for 2017 vs 2015 and comparing further back 2017 is just over double the revenue five years ago.
Breaking a new monthly record, November 2017 saw the highest revenue month ever, reaching $12.3 million. Additionally, Q4 2017 was the highest quarter revenue ever recorded at just over $36m, delivering continued growth vs year prior.
The figures, based on OMANZ members only who account for around 87% of the total NZ Outdoor advertising revenue, still show advertising on static OOH formats account for 54% of the total year to date revenue, around $65m.
“Outdoor continues to go through the roof – and static sites still account for over half the total revenue.”
OMANZ general manager Derek Lindsay said: “Growth in Outdoor revenue has continued to outstrip all other media and as a result we are continuing to see a greater diversity of advertisers and advertising categories.
“Three of the four top advertisers are telecommunications companies. Advertisers are clearly recognising that different Outdoor formats can target different groups of consumers with different messages.
“Althoughd digital formats have helped to significantly grow the Outdoor market, static sites remain a distinct media planning opportunity though their unique locations reaching specific audiences.”
Source: Nielsen
NZ’s Top Advertisers in 2017 were:
- Spark (was Telecom) 3.7%
- Vodafone 3.1%
- McDonald’s 2.6%
- 2 Degrees Mobile 2.6%
- Cadbury 2.4%
- ANZ Banking Group 2.2%
- Progressive Enterprises 1.9%
- Coca-Cola Oceania 1.4%
- Mediaworks Advertising 1.4%
- Ford Motor Co 1.2%
OMANZ media display members are: Adshel, APN Outdoor, oOh! Media, Media5 and QMS.
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