Research from Roy Morgan shows a majority of 10.8 million Australians aged 14+ (52 per cent) are now seeing digital outdoor advertising in an average week.
The data reflects the increase in digital outdoor advertising on public transport, sports stadiums, shopping centres, service stations, airports, retailers and elsewhere.
“The growth in digital outdoor advertising over the last few years has been impressive, and relentless,” Roy Morgan CEO Michele Levine said.
The latest statistics represent a significant increase of 10 per cent from four years ago when only 42 per cent reported seeing digital outdoor advertising.
“Victoria and Queensland are the two States leading the way. Digital outdoor advertising is seen by 54 per cent in an average week in these States,” Ms Levine said.
“While 59 per cent of those living in Australia’s capital cities see this form of advertising at least weekly – well ahead 40 per cent in country areas.”
Gen Z and Millennials see more outdoor advertising
The research also shows that those classed as Generation Z (born 1991-2005) are more likely to see outdoor advertising at airports, train stations, sides of buses/trams/trains, gyms/health clubs, sports stadiums and newsstands.
Whereas Millennials (born 1976-1990) are more likely to see outdoor advertising at petrol/service stations and shopping centres.
Generation X (born 1961-1975) are most likely to see outdoor advertising at airports and Baby Boomers (born 1946-1960) are more so likely to see outdoor advertising at newsstands.
“The results show that the ability to reach the desired audience with sophisticated digital outdoor advertising campaigns can be very dependent upon exactly where the digital advertising is deployed,” Ms Levine said.