It is good to see optimism in the market and whilst we expect Outdoor media to perform strongly in and around Rugby World Cup, the future beyond looks strong with continued growth. To that point, the Outdoor Media Association of NZ (OMANZ) have announced further growth for 2011 with quarter two gross media revenue up 8.3% on the same period last year.
Already we are seeing a hotter market post RWC in November and December with good inventory becoming hard to come by. It appears that many brands are keeping their powder dry until RWC is over and re-entering in November with a push to close out 2011. Our advise to our clients has been to lock in your sites now or risk having late year campaigns compromised.
Here is what Phil Clemas, Chair for OMANZ had to say:
"It is good to see continuing confidence in OOH from agencies and advertisers. On the back of this Q2 result was Q1 growth of 7.1% resulting in a half year increase of 7.8% or $2.235m."
"Advertisers are seeing once again the true strengths of OOH, those being reach, presence and impact for brands and the Rugby World Cup event is inspiring wider use. Research reinforces that adding OOH to the media schedule can improve the effectiveness and impact of campaigns."
OMANZ members are confident of steady growth for the remainder of 2011 and are amidst plans to help further that growth for 2012 and beyond.
In the meantime, OMANZ have planned to prepare a creative showcase of great campaigns that appear over the period of the Rugby World Cup.
"Out-Of-Home is such an impactful and visual form of advertising - we’re looking forward to showcasing some exceptional creative examples that really highlight OOH at its best." The showcase will feature later in the year on www.omanz.org.nz.
Monday, 25 July 2011
Posted by Jon Barnard at 12:03