Australia OOH And DOOH Market Size
| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 0.85 Billion |
| Market Size (2030) | USD 1.14 Billion |
| CAGR (2025 - 2030) | 6.07 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Australia OOH And DOOH Market Analysis
The Australia OOH And DOOH Market size is estimated at USD 0.85 billion in 2025, and is expected to reach USD 1.14 billion by 2030, at a CAGR of 6.07% during the forecast period (2025-2030).
- The out-of-home (OOH) and digital out-of-home (DOOH) advertising industries in Australia are witnessing substantial growth driven by technological advancements and changing consumer behaviors. The DOOH advertising industry has grown significantly, partly as a result of lower prices for digital screens and a reduction in demand for conventional billboards. The expansion of DOOH advertising in Australia has benefited from the change in advertising patterns, which has led to higher spending and more creative campaigns.
- JCDecaux, a key OOH company, has capitalized on this trend by integrating advanced data analytics and programmatic buying, enhancing targeting precision and campaign effectiveness. In addition to this, oOh!media has expanded its digital network, incorporating interactive and real-time content capabilities across its billboards and transit advertising platforms. Their strategic partnerships with major data providers have allowed for more personalized and impactful ad experiences.
- As per the Interactive Advertising Bureau (IAB) Australia, eight out of ten (82%) agency respondents used digital OOH as a significant or regularly considered part of their advertising activity in 2024, up from 69% in 2022. Also, half of the respondents (52%) used programmatic DOOH as a significant or regularly considered part of their advertising activity, which was up slightly from 48% in 2022. In addition to this, other key findings of attitudes to DOOH advertising include data and targeting remaining the number one driver for buying programmatic DOOH.
- QMS Media is another key market player that is leveraging high-resolution digital screens and dynamic content to engage urban audiences effectively. Their investments in digital infrastructure have not only increased inventory but also improved campaign measurement and flexibility. This surge in OOH and DOOH reflects a broader shift toward digital transformation within the advertising landscape, positioning these companies at the forefront of innovative and effective advertising solutions in Australia.
- In addition to this, location-based digital out-of-home (DOOH) services in Australia use digital signage and advertising platforms that deliver targeted content to specific locations within the country based on real-time data and geolocation technology. These services leverage the capabilities of digital screens, such as billboards, kiosks, and displays, to display dynamic and contextually relevant advertisements, messages, or information to the intended audience in specific physical locations.
Australia OOH And DOOH Market Trends
High Usage of Billboards Expected to Drive the Market
- The growth of out-of-home (OOH) and digital out-of-home (DOOH) advertising in Australia is driven by companies like QMS Media and oOh!media. QMS Media has leveraged its extensive digital billboard network to provide dynamic, data-driven content, enhancing audience engagement. Meanwhile, oOh!media's strategic placements in high-traffic areas and its partnership with Junkee Media for content integration have strengthened its market presence. Both companies take advantage of advanced analytics and real-time data to optimize ad targeting and measurement, leading to more effective campaigns and increased advertiser interest in OOH and DOOH solutions.
- The large-scale advertising structures known as billboards are used to brand, promote, and advertise goods and events. They are among the sorts of outdoor signage that are most prevalent and widely seen. Among them are posters and bulletins. In order to keep up with technology, these have been constantly developing. For a brand to properly connect with its target demographic, these billboards are the perfect medium.
- DOOH advertising on billboards is rising significantly in popularity, with businesses getting more aggressive in their attempts to attract potential clients. Additionally, manufacturers in the market are concentrating on creating large-format LED digital billboard screens to be placed in key areas along the main roadways in the area. The impact of these advancements on the expansion of DOOH advertising on billboards in the country is expected to be significant in the coming years.
- For instance, in April 2024, oOh!media introduced Perth’s first 3D anamorphic billboard. It was located in Yagan Square, with the billboard displaying ads for the local science museum Scitech, created by oOh!’s creative innovation hub POLY. oOh! continues to invest in integrating scalable 3D and 3DA technology into its digital network throughout Australia. These maximize creative impact, capturing significantly more attention than static digital creatives and making brands unmissable.
- Meanwhile, in April 2024, JCDecaux introduced a broadcast-scale 3D format across its Sydney and Perth networks. With the activation of its broadcast-scale 3D across more than 450 screens spanning its national rail network and Sydney and Perth Airports, JCDecaux is establishing a new era of immersive advertising experiences.
- The increasing number of domestic day visitors in Australia is significantly boosting the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. With more Australians traveling for day trips, there is a heightened demand for advertising in public spaces such as transit hubs, shopping centers, and tourist attractions. This surge in foot traffic provides advertisers with greater opportunities to reach a wider audience, enhancing the visibility and impact of their campaigns. Additionally, the adoption of digital technologies in OOH advertising, like interactive and dynamic displays, allows for more engaging and targeted content.
Retail and Consumer Goods Augment Market Growth
- The retail and consumer goods industry in Australia is experiencing significant growth in out-of-home (OOH) and digital out-of-home (DOOH) advertising. This trend is driven by increasing urbanization, technological advancements, and evolving consumer behaviors. Key companies such as Coles and Woolworths are leveraging DOOH to create more engaging and personalized advertising campaigns. For instance, Woolworths has integrated data-driven strategies to tailor its DOOH ads based on location, time, and even weather conditions, enhancing customer engagement and driving sales.
- In February 2024, Criteo partnered with TechMedia, a key provider of digital out-of-home (DOOH) technology. The collaboration, powered by Australia's Brandcrush, aims to provide a comprehensive end-to-end solution for media owners and buyers to plan, manage, and execute campaigns. The technology being used offers an end-to-end solution for media owners and buyers to plan, manage, and execute campaigns, featuring highly granular media asset management complemented by incremental returns on advertising spend reporting (iROAS). The collaboration intends to leverage Criteo's robust programmatic advertising capabilities in concert with TechMedia's extensive DOOH expertise to offer enhanced targeted advertising solutions.
- Additionally, JB Hi-Fi, a major electronics retailer, has effectively utilized DOOH to showcase product promotions and exclusive offers, directly targeting commuters and shoppers in high-traffic areas. These dynamic content capabilities allow for real-time updates and promotions, ensuring relevance and immediacy. Another example is Myer, a department store chain, which has incorporated interactive elements into its DOOH campaigns, such as touchscreens and QR codes, to drive customer interaction and facilitate seamless online-to-offline transitions.
- The rise of programmatic DOOH, which allows for automated, real-time buying and selling of ad space, has also been embraced by these companies. This technology enables more efficient ad placements and greater flexibility in campaign management. For example, Coles has adopted programmatic DOOH to dynamically adjust its advertising content based on inventory levels and regional preferences, optimizing its marketing efforts and improving ROI.
- Overall, the strategic use of OOH and DOOH by retail and consumer goods companies in Australia demonstrates a shift toward more innovative and customer-centric advertising approaches. By harnessing the power of digital technology and data analytics, these companies are enhancing their visibility, engaging with customers in new ways, and ultimately driving growth in a competitive market.
Australia OOH And DOOH Industry Overview
The Australian OOH and DOOH market is fragmented. The industry comprises several large outdoor advertising and media companies with operations in multiple markets, as well as smaller local companies operating a limited number of structures in one or a few of the local markets.
- In July 2024, QMS partnered with retail property group Vicinity Centres to incorporate two high-profile sites at Emporium Melbourne, further strengthening QMS' presence in the retail segment. The Emporium Swanston Street location will undergo a significant upgrade, with the installation of a new, high-definition screen that will be 75% larger than its predecessor. The new Swanston Street digital billboard will be 100% full motion and 3DOOH enabled, allowing brands to utilize existing video assets and add a new dimension to their DOOH campaigns. The Lonsdale Street location will also be 3DOOH enabled, joining QMS' existing multi-format 3DOOH portfolio.
- In February 2024, the Outdoor Media Association (OMA) and Interactive Advertising Bureau (IAB) Australia partnered for the second year to host 'Powering DOOH 2024', a half-day conference held in April in Sydney. The event intends to enhance the planning and purchasing of digital out-of-home (DOOH) and programmatic campaigns in Australia.
Australia OOH And DOOH Market Leaders
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oOh!media
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QMS Media
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JCDecaux Group
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GoTransit Media Group
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TorchMedia
*Disclaimer: Major Players sorted in no particular order
Australia OOH And DOOH Market News
- May 2024: Adform, the media buying platform built for game changers, announced its growing partnership with VIOOH, a key global digital out-of-home (DOOH) marketplace. This strategic alliance sees Adform's DSP integrate with VIOOH's globally placed inventory and strengthen its programmatic omni-channel offering.
- March 2024: Key digital outdoor company QMS announced a partnership with Samba TV, the key provider of TV technology for audience data and omniscreen measurement, which aims to empower advertisers to extend the reach and impact of their TV campaigns with digital out-of-home (DOOH). QMS leveraged Samba TV’s first-party TV viewership and ad exposure data, captured at a granular postcode level, and integrated it into QMS’ Q-Data platform to select DOOH inventory that extends TV reach in those identified postcode areas. This gives advertisers whose campaigns are booked through a direct IO a new way to build the reach of their campaigns by strategically adding DOOH to under or over-exposed TV viewership postcodes.
Australia OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview and Consumer Behavioral Preferences
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Threat of Substitute Products
4.2.5 Intensity of Competitive Rivalry
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
5.1.2 High Advertising Flexibility with Connected Screens
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Costs, and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to Assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country
5.5.3 Likeliness of Audience Engagement Through Online Channels After Being Exposed to OOH Ads
5.5.4 Use of Digital Signage Screens for Advertisement in the Country
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type
6.1.1 Static OOH
6.1.2 Digital OOH
6.1.2.1 Programmatic OOH
6.1.2.2 Other Digital OOH Types
6.2 By Application
6.2.1 Billboards
6.2.2 Transportation
6.2.2.1 Airports
6.2.2.2 Other Transportation Applications
6.2.3 Street Furniture
6.2.4 Other Place-based Media
6.3 By End-user Industry
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End-user Industries
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles
7.1.1 oOh!media
7.1.2 QMS Media
7.1.3 JCDecaux Group
7.1.4 Val Morgan Retail Media Pty Ltd
7.1.5 GoTransit Media Group
7.1.6 TorchMedia
7.1.7 Cactus Imaging
7.1.8 S&J Media Group
- *List Not Exhaustive
8. FUTURE OUTLOOK
Australia OOH And DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit & transportation (advertising in and on vehicles used for public transportation), and place-based media (media at points of sale). The scope of the study includes digital and static advertisements placed in indoor and outdoor locations across shopping malls, airports, streets, and transit points. The commission costs of agencies and production costs are excluded from the scope of work.
The Australian OOH and DOOH market is segmented by type (static OOH and digital OOH (programmatic OOH and other digital OOH types)), application (billboards and transportation (airports and other transportation applications)), street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries).
The market sizes and forecasts are provided in value (USD) for all the above segments.
| By Type | ||||
| Static OOH | ||||
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| By Application | ||||
| Billboards | ||||
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| Street Furniture | ||||
| Other Place-based Media |
| By End-user Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End-user Industries |
Australia OOH And DOOH Market Research Faqs
How big is the Australia OOH And DOOH Market?
The Australia OOH And DOOH Market size is expected to reach USD 0.85 billion in 2025 and grow at a CAGR of 6.07% to reach USD 1.14 billion by 2030.
What is the current Australia OOH And DOOH Market size?
In 2025, the Australia OOH And DOOH Market size is expected to reach USD 0.85 billion.
Who are the key players in Australia OOH And DOOH Market?
oOh!media, QMS Media, JCDecaux Group, GoTransit Media Group and TorchMedia are the major companies operating in the Australia OOH And DOOH Market.
What years does this Australia OOH And DOOH Market cover, and what was the market size in 2024?
In 2024, the Australia OOH And DOOH Market size was estimated at USD 0.80 billion. The report covers the Australia OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Australia OOH And DOOH Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Australia OOH And DOOH Industry Report
Statistics for the 2025 Australia OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Australia OOH And DOOH analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
