Regional Advertising: The Booming Opportunity for Smart Brands

Why Regional Australia is the Next Big Thing in Billboard Advertising

For years, big brands have focused on metro areas, leaving regional Australia in the shadows. But that’s all changing. Regional advertising is having a moment, and savvy brands are cashing in.

The Out of Home (OOH) industry saw an 8.07% revenue increase in 2024, hitting a whopping $1,301.8 million. And Digital Out of Home (DOOH) is leading the charge, making up 75.2% of that revenue.

The message is clear: Outdoor advertising is booming and regional Australia is where the real opportunity lies.

The Shift: Why Brands Are Moving Beyond the Metro Bubble

1. Regional Population Growth = More Potential Customers

The shift is real. More Australians are leaving the big cities and embracing regional life. According to the latest data, about one-third of Australia’s population now lives in regional areas, and this number is only growing. 

Rising housing costs, better work-life balance, and increased job opportunities outside major cities are driving this movement. 

With more people settling in regional Australia, businesses need to adjust their marketing strategies to reach this growing audience.

2. Work-From-Home Trends Are Changing Consumer Spending

WFH isn’t just a trend, it’s a game changer. With fewer people commuting to cities, regional spending power is rising. People who used to spend their money in metro areas grabbing coffee near the office, shopping during lunch breaks, or hitting the bars after work are now spending closer to home. 

This shift means regional businesses are thriving, and brands need to be where the action is.

Regional Australians aren’t just living in these areas, they’re working, shopping, dining, and engaging with their communities more than ever. 

That’s why smart advertisers are making the move to regional outdoor advertising. When consumers aren’t making the daily city commute, they’re more likely to notice and engage with billboard messaging in their local area.

3. Digital Ad Fatigue is Real

Consumers are bombarded with digital online ads. Banner blindness is real, and between endless pop-ups and social media saturation, audiences are tuning out.

But billboards? They command attention in a way digital online ads can’t.

Rather than competing in an overcrowded digital space, regional OOH advertising complements online marketing efforts by reinforcing brand messages, driving brand recall, and even increasing engagement with digital channels. 

A Nielsen study found that 66% of smartphone users take action after seeing an OOH ad, whether it’s searching for a brand, visiting a website, or making a purchase.

Think of it this way: billboards don’t replace digital marketing, they enhance it. When paired with PPC campaigns, social media ads, and SEO, regional billboard advertising creates a powerful, multi-channel approach that drives results. 

This synergy boosts search activity by 40% (OMA, 2023), reinforcing the importance of OOH in a balanced marketing strategy.

How OOH Advertising Fits Into the Marketing Mix

Billboards don’t work in isolation. They amp up every other marketing channel. Think about it:

• PPC & Google Ads – When people see a regional billboard, they’re more likely to Google the brand later. Studies show OOH drives a 40% increase in search activity (OMA, 2023).

• SEO & GEO (Generative Engine Optimisation) – Strong brand awareness from regional billboards helps brands dominate local search results on search engines and AI systems alike.

• Social Media & Influencer Marketing – Billboards create viral moments. A striking OOH ad gets shared online, driving engagement.

• TV & Radio – Billboards reinforce messaging heard on other channels, boosting recall rates.

By integrating OOH into a marketing strategy, brands can create a flywheel effect, where different channels work together to maximise impact and conversion.

Why Regional Audiences Are a Goldmine

1. Less Competition, More Visibility

In metro areas, brands fight for attention among a sea of ads. But in regional towns, there’s less noise.

That means your billboard gets properly seen. According to the Outdoor Media Association (OMA), regional billboards enjoy higher engagement rates compared to metro areas due to reduced ad clutter and increased dwell time.

2. Stronger Word-of-Mouth Impact

Regional communities are tight-knit, and word travels fast. A well-placed ad doesn’t just get noticed. It gets talked about. A Nielsen study found that 58% of regional consumers discuss ads they’ve seen with friends and family, creating organic word-of-mouth marketing that amplifies brand reach beyond the billboard itself.

3. Outdoor Ads Stand Out More 

Fewer distractions mean billboards in regional areas make a bigger impact. Fewer skyscrapers, no endless clutter, just a clear message in prime view. Research by the OAAA found that OOH ads in less congested environments have a 17% higher retention rate than those in heavily saturated metro locations.

The Power of Outdoor Advertising

According to the Outdoor Media Association (OMA), Out of Home advertising is the number one driver of brand awareness across all demographics. With more people spending time outdoors and commuting within their regional communities, billboards have an unmatched ability to make brands top of mind.

The Oversaturation of Metro Advertising

Metro advertising can be overwhelming. With a flood of digital ads, social media content, and city billboards all fighting for attention, smaller, lesser-known brands often struggle to break through the noise and make a lasting impression.

In contrast, regional outdoor advertising provides prime real estate in less saturated spaces, allowing your brand to be positioned front and centre.

With fewer distractions and less competition, your message has the room to stand out and truly connect with your audience in a meaningful way.

Our Regional Advertising Reach

Gawk Outdoor isn’t just another billboard company, we are the largest supplier of regional advertising in Victoria and we’re expanding into regional South Australia, and New South Wales. Our billboard network reaches tens of thousands of people every day where they live, work, and play. We help brands tap into an expanding regional audience that is engaged and ready to act.

Why Advertise with Gawk?

• Unmatched regional coverage – We dominate the regional billboard market in VIC and we’re growing in regional SA and NSW, ensuring your brand is front and centre.

• Strategic locations – Our billboards are placed in high-traffic areas for maximum exposure.

• Proven success – Big brands and local businesses alike have seen massive growth through Gawk’s regional advertising solutions.

Case Studies & Success Stories

Gawk Outdoor has been at the forefront of regional advertising success. Take McPhails, a brand that leveraged strategic billboard placements in regional Victoria to dominate their market. By tapping into high-visibility locations with low ad competition, they saw massive brand awareness and business growth.

Seen their ad before? We bet you have. If you haven’t see below: 

And it’s not just local brands jumping in. Big players are investing in regional OOH, recognising the value of speaking directly to engaged local audiences.

Regional Advertising FAQs

Are The Big Brands Already In Regional Areas? 

Yes! The best brands aren’t waiting, they’re already investing in regional advertising. OOH advertising is growing, and the brands that jump in now will reap the rewards.

So, are you ready to make an impact in regional Australia? 

You know who to call.

#OnyaForGawking