Digital Dominates as OOH Sector Surges in 2025
The Out of Home advertising industry experienced robust growth in 2025, with net media revenue climbing significantly. This expansion was largely driven by the continued rise of Digital Out of Home (DOOH), which now accounts for over three-quarters of the sector's total revenue.
What Happened
The Out of Home (OOH) industry concluded 2025 with a substantial 11.43% increase in net media revenue, signalling robust growth across the sector. Total OOH revenue for the full year reached an impressive $1,449.5 million, demonstrating a widespread uplift across all categories within the industry.
A significant driver of this expansion was Digital Out of Home (DOOH), which dramatically increased its market presence. DOOH now accounts for 76.6% of the total OOH revenue, underscoring a clear shift towards digital formats. These figures were reported by Mumbrella on February 26, 2026.
Why It Matters for NZ Marketers
The latest Australian Out of Home (OOH) revenue figures offer a compelling preview for New Zealand marketers, given the frequent mirroring of trends across the Tasman due to close industry ties and similar consumer behaviours. This strong performance, particularly in digital OOH, suggests that NZ marketers can expect continued significant investment and innovation in local DOOH infrastructure.
The dominant market share of DOOH indicates a maturing digital landscape, presenting advanced targeting capabilities and dynamic content opportunities for New Zealand brands. This surge in OOH revenue also points to a healthy advertising spend returning to traditional, yet digitally enhanced, channels, potentially reallocating budgets from other media. Ultimately, this growth reinforces OOH's enduring power as a brand-building medium, especially critical for reaching New Zealand audiences in an increasingly fragmented media environment.
Strategic Implications
- •Prioritise DOOH in media planning for 2026 and beyond, leveraging its dynamic capabilities for real-time messaging and contextual relevance.
- •Invest in creative assets optimised for DOOH, focusing on concise, impactful visuals and clear calls to action suitable for short viewing times.
- •Explore programmatic DOOH opportunities to enhance targeting efficiency and integrate OOH into broader digital campaigns.
- •Evaluate OOH's role in the full marketing funnel, from awareness and consideration to driving online and in-store conversions.
- •Benchmark local OOH performance against this Australian data to identify growth potential and areas for strategic investment.
Future Trend Signals
- •Further integration of DOOH with mobile data and audience insights for hyper-targeted campaigns.
- •Increased adoption of AI and machine learning for optimising DOOH content delivery and campaign performance.
- •Expansion of interactive and immersive DOOH experiences, blurring lines between physical and digital engagement.
- •OOH becoming a more integral part of omnichannel strategies, seamlessly connecting with online and social media efforts.
Sources
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