Business Strategy and Outlook
OOh!media is strongly-positioned to benefit from the positive dynamics driving the Australian (and New Zealand) outdoor advertising industry. This has seen outdoor’s share of the total advertising pie lift from 3.5% in 2009 to 5.7% prior to COVID-19. A key Achilles heel for the outdoor advertising industry was the lack of reliable audience measurement. However, with the 2010 launch of measurement of Outdoor Visibility and Exposure, or MOVE, the medium now has greater legitimacy and offers a more robust way for marketers to assess the return on money allocated to outdoor advertising. Converting a traditional outdoor advertising site to a digital one is attractive to marketers as it allows creative flexibility, immediacy and premium presentation. Digital conversion also benefits the outdoor advertising operator as it attracts new clients, allows greater inventory utilisation and offers yield management flexibility.
Financial Strength
oOh!media’s 2021 full-year result release in February with our unchanged AUD 1.40 fair value estimate 7% below the current stock price. This is despite a 24% stock price fall from the recent high on Oct. 20, 2021, compared with an 8% fall for the S&P/ASX 200 index over the same period. Radio finished the quarter up just 10%, after increasing 6% and 14% in October and November, respectively. Even digital advertising growth is likely to have slowed to mid-teens level in the December quarter−solid but down from circa 40% growth in the first three quarters of 2021. It is forecasted that no-moat rated oOh!media to report a 17% revenue increase in 2021 to AUD 499 million, implying second-half growth of 12% to AUD 247 million. This is significantly down from the 23% recorded in the first half, and market growth of 51% in the third quarter
At the end of June 2021, net debt/EBITDA was 1.1 times, pre AASB 16. It is forecast that this to fall to 1.0 by the end of 2021, within the renegotiated 3.25 covenant limit. The current dividend payout policy is reasonably conservative at between 40% and 60% of net profits after tax but before amortisation acquired intangibles, allowing further investment in inventory digitisation. However, due to the uncertain impact of the coronavirus outbreak, there were no dividends in 2020 and resumption of just AUD 0.04 in 2022.
Bulls Say’s
- Outdoor advertising is a growth industry, aided by structural tailwinds such as increasing audience, more reliable measurement and conversion to digital. OOh! media has the operating expertise and the strategic nous to exploit these dynamics.
- Like all players in the outdoor advertising space, oOh! media’s business hinges on its portfolio of leasehold contracts with owners of sites and properties, exposing the group to periodic renewal risks.
- The outdoor advertising industry is both highly competitive and highly leveraged to economic conditions, marketing budgets, and consumer confidence.
Company Profile
OOh!media operates a network of outdoor advertising sites with a commanding share of the Australian market of around 30%, and has also presence in New Zealand. It boasts a diverse portfolio of locations to service the needs of outdoor advertisers, and is particularly strong in the roadside billboard and retail (such as shopping malls) segments. OOh!media offers these services by entering into lease arrangements with owners of outdoor sites–effectively an intermediary allowing site owners to monetise their visible space in high-traffic areas. In late September 2018, the group completed the acquisition of Adshel from HT&E for AUD 570 million, a deal that cements its competitive position in the face of industry consolidation.
(Source: Morningstar)
General Advice Warning
Any advice/ information provided is general in nature only and does not take into account the personal financial situation, objectives or needs of any particular person.