Outdoor media took a sudden and hard hit from the pandemic. But the rebound looks just as steep, climbing out of the trough with fresh perspective and a set of strategies.
The Australian out-of-home (OOH) market was a standout in the media landscape, growing year after year while many other media sectors were challenged by structural change. Much of this growth was driven by technology, an investment in digital, replacing static displays.
That momentum came to a halt when the pandemic arrived. In May, when overall ad spend, as recorded by the SMI (Standard Media Index), fell a record 40.4% to $345.6 million, OOH was down more than 70%.