$1.3bn
$XXX.Xm
1,683
65
$XXX.Xm
The Billboards and Outdoor Advertising Services industry was traditionally considered a small competitor compared with more technologically advanced forms of advertising media, like TV and radio. However, new digital technologies have led to greater fragmentation in advertising channels, meaning advertisers have increasingly embraced out-of-home (OOH) and digital out-of-home (DOOH) advertising services, including digital and traditional billboards, as an effective way to deliver messages to a mass audience.
OOH advertising firms have benefited from an audience metric system called the Measurement of Outdoor Visibility and Exposure (MOVE), and digital displays that allow several advertisements in one space. These innovations have contributed to the rising popularity of billboards and other forms of outdoor advertising, which has flowed into an uptick in profit margins in recent years. Even so, pandemic-induced restrictions over the two years through 2020-21 diminished OOH advertising demand. This demand recovered strongly over the subsequent years, driven by growth in total business profit and a recovery in consumer movements. Overall, industry revenue is expected to climb at an annualised 3.9% over the five years through 2024-25, to $1.3 billion. This includes an anticipated 3.3% jump in 2024-25 as demand from airport operations continues to recover.
Industry revenue has grown at a CAGR of 3.9 % over the past five years, to reach an estimated $1.3bn in 2024.
Market size is projected to grow over the next five years.
Company | Market Share (%)
2025 | Revenue ($m)
2025 |
---|---|---|
oOh!media | 543.0 | |
JCDecaux Australia | 370.0 | |
Shelley Topco | 294.3 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Industry revenue is measured across several distinct product and services lines, including Billboard advertising, Transport venue advertising and Roadside advertising (excluding billboards). Billboard advertising is the largest segment of the Billboards and Outdoor Advertising Services in Australia.
Advertising firms regularly update their billboard advertising themes and designs to appeal to target demographics
Industry operators create and design advertising materials for public display, including printed, painted or electronic displays. Operators may place the displays on billboards or panels, or on or within transit vehicles, shopping malls, retail stores and other display structures or sites.
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ANZSIC 6940 - Billboards and Outdoor Advertising Services in Australia
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Billboard and outdoor advertising firms have performed strongly over the past few years. Growth in total business profit has lifted downstream clients' advertising expenditur...
Learn about an industry's products and services, markets and trends in international trade.
Industry products are spread broadly across the economy, ranging from billboards promoting high-end cosmetics through to government-funded promotion of health issues. Many do...
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Regions with greater road transport, retail shopping and air transit tend to host a larger number of outdoor advertising firms because of the greater number of possible advert...
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Billboard and outdoor advertising agencies compete with one another on their product and services mix. Agencies have increasingly offered complementary services – like campai...
Learn about the performance of the top companies in the industry.
oOh!media Limited’s strong reputation and scale help it win large, lucrative contracts. This has helped it remain the dominant presence in the industry.
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Participants in the Billboards and Outdoor Advertising Services industry must comply with two kinds of regulatory controls, including planning regulations and industry-based s...
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
The industry's cost structure represents the average of all firms operating in the industry. With the industry's high concentration, the major players greatly influence the i...
Including values and annual change:
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Key data sources in Australia include:
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
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The market size of the Billboards and Outdoor Advertising Services industry in Australia is $1.3bn in 2024.
There are 65 businesses in the Billboards and Outdoor Advertising Services industry in Australia, which has grown at a CAGR of 9.1 % between 2019 and 2024.
The market size of the Billboards and Outdoor Advertising Services industry in Australia has been growing at a CAGR of 3.9 % between 2019 and 2024.
Over the next five years, the Billboards and Outdoor Advertising Services industry in Australia is expected to grow.
The biggest companies operating in the Billboards and Outdoor Advertising Services market in Australia are oOh!media, JCDecaux Australia and Shelley Topco
Billboard advertising and Transport venue advertising are part of the Billboards and Outdoor Advertising Services industry.
The company holding the most market share in Australia is oOh!media.
The level of competition is high and increasing in the Billboards and Outdoor Advertising Services industry in Australia.