The Out of Home industry is ending the year with a positive outlook – with plans for continued growth, creativity and enhanced measurement and audience targeting. AdNews has compiled the predictions of some of our industry’s leaders, including our Managing Director, Kirsty Dollisson.
Kirsty Dollisson, Managing Director, TorchMedia
“The Out-of-Home industry is primed for a stellar year in 2023. 2022 has been an exhausting but rewarding year of recovery – laying the foundations for growth with considerable time and effort invested in major collaborative projects such as MOVE 2.0 and industry sustainability. This spirit will continue to drive the OOH industry forward, working collaboratively to meet the needs of agencies and advertisers into the future. The industry has grown with many new members, and unlike other channels, our audiences are growing.”
“Looking to 2023, we expect to see the industry surpass 2019 investment levels, driven by audiences returning across all environments. There are many important and exciting events scheduled for next year such as Sydney World Pride, Vivid Sydney, SXSW (South by Southwest) and the FIFA Women’s World Cup which will help to drive growth, with people engaging not just on their daily commute, but while out and about exploring their cities.”
“Transit Media is set for a big year in 2023, with public transport patronage back to steady levels regardless of hybrid working models. The latest Sydney University Transport Opinions Survey (September 2022) showed that working from home has dropped from 43% of all work hours in March 2022 to 26% in September 2022. Large scale investment into projects such as the Sydney Metro, Brisbane Cross River Rail and the Metro Tunnel in Melbourne will continue to bolster the transit media segment, with more accessible and inclusive public transport options leading to increasingly diverse audiences for advertisers to reach.”
“There is no doubt the pandemic has driven a shift in travel behaviour. There has been significant growth in leisure travel and people commuting into the CBD on weekends across the Eastern Seaboard. Interestingly, weekend travel now over indexes pre-Covid levels as people reengage with their cities, attending live events, exhibitions and eating out in restaurants and pubs. TorchMedia is excited to be bringing our latest research piece to market in early 2023 to support these trends, highlighting the attitudes and behaviours of transit commuters.”
“Our outlook for 2023 is extremely positive for the Out-of-Home industry and the Transit Media segment specifically. Having embraced these post-Covid changes to travel behaviour, we are excited to help new and existing clients engage with our valuable transit audiences and deliver effective results for all campaigns.”
Read the full industry outlook via Adnews: https://www.adnews.com.au/news/outlook-2023-outdoor-media-sector-optimistic
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