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Brett Duell, PwC Sydney
Samantha Chan, PwC Sydney
David Wiadrowski, PwC Sydney

Market definition

The out-of-home (OOH) advertising market consists of advertiser spending on OOH media such as billboards, street furniture (bus shelters, kiosks), transit displays (bus sides, taxi toppers), sports arena displays and and digital out-of-home (DOOH). Digital OOH includes any out-of-home advertising media that is Internet-connected (e.g. smart billboards) and captive advertising networks such as in venues such as lift and office foyers.

OOH comprises hundreds of different formats but roadside billboards are the single most prevalent format of outdoor advertising.

Advertising on bus shelters, news racks or telephone booths are types of street-furniture.

Transit advertising is advertising placed on vehicles such as buses, train carriages and taxis. Advertisements located at airports and in train stations are also included in this category.

Alternative formats for OOH advertising can include advertisements on petrol pumps, bike racks or inside rest rooms.

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