What Civic Outdoor does

Civic Outdoor (legal entity Civic Guides Pty Ltd, ACN 169447170) is an Australian-owned, independently operated outdoor advertising agency founded in the 1960s and headquartered at 341 Burwood Road, Hawthorn, Victoria. The company sells advertising space across three physical formats: Classic (static) billboards in supersite (over 40 sqm) and spectacular (over 86 sqm) sizes that deliver 100% share of voice across Melbourne, Sydney, and Adelaide; LED Digital Billboards capable of remote content changes and supporting video, live streams and social media feeds; and Civic Guides, a network of 700+ small-format community boards at eye level in libraries, shopping centres and public transport hubs. The underlying technology stack comprises state-of-the-art LED panels up to 20m x 4.60m, computer-controlled content management for rapid message changes, and a Programmatic Digital Out-of-Home (pDOOH) infrastructure featuring Dynamic Creative Optimization and audience-data-powered planning across 50+ large-format digital assets. The company also offers in-house Media Planning, Creative Design, and Billboard Development as professional services bundled with space bookings.

Civic Outdoor's revenue mechanics combine multi-year enterprise rental contracts for static and digital inventory (Classic and Civic Guides units are quoted on location, size, and campaign duration, with minimum 2-year terms for Civic Guides) with pay-as-you-go programmatic transactions via the Alliance Outdoor Media Group, of which it is a founding member alongside GOA Billboards and EiMedia/Stream Outdoor. The go-to-market is a direct enterprise field-sales motion led by a senior sales consultant and commercial manager, complemented by an agency channel through the Alliance's national sales infrastructure and community-driven brand presence via sponsorships such as the Indian Film Festival of Melbourne and Pets of the Homeless. Customer segments are hybrid: SMBs and mid-market local businesses seeking community visibility; national brands and media agencies executing multi-state or pDOOH campaigns; community organisations and local governments; and Sydney/NSW-focused advertisers.

Geographically, the company's core market is Melbourne and Victoria (where it reports a 94% OTS MOVE score as of 2022), with expanding footprints in Sydney/NSW (58 billboards, 190+ Civic Guides, 82M+ monthly impressions) and Adelaide/South Australia (4+ large-format boards, 149 Civic Guides). The company has no disclosed funding rounds, no parent company, no public listing, and is privately held by independent ownership under the Civic Guides Pty Ltd legal entity.

Name

Civic Outdoor

Legal name

Civic Guides Pty Ltd

Website

https://civicoutdoor.com.au

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Civic Outdoor is an Australian-owned independent outdoor advertising agency operating since the 1960s, supplying classic, digital, and Civic Guides small-format billboards plus programmatic DOOH to SMBs, national brands, agencies, and community organisations across Melbourne, Sydney, and Adelaide.

Ownership category

akta.pro rank

Product category

Outdoor Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Advertising Agencies (54181), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Large-Format & Spectaculars (Building Wraps, 3D, Landmarks) (BPAFALAH)

akta.pro secondary industries

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

Keywords

• Billboard advertising
• Outdoor advertising
• Digital billboards
• Programmatic DOOH
• Classic billboards

Headquarters

HQ city

Canterbury

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Billboard Advertising Space Rental: Civic Outdoor sells advertising space on its network of classic (static) and digital billboards. Space is sold on a rental basis for defined campaign periods. Pricing varies by location, billboard size (supersite roadside over 40 sqm, spectacular over 86 sqm), format (digital vs. static), and campaign duration. Classic billboards provide exclusive 100% share of voice for the campaign period.
2. Civic Guide Advertising: Small format billboard advertising on the Civic Guides network of street-level displays located at eye level in community hubs. Sold as community advertising space with flexible sizing (single 95x95mm, double 195x95mm, four-spot 195x195mm). Minimum 2-year booking periods for classic format boards.
3. Programmatic DOOH (pDOOH): Automated, data-driven selling of digital billboard inventory through programmatic platforms. Allows advertisers to set buying conditions and trigger ad purchases automatically. Part of the Alliance Outdoor Media Group national infrastructure enabling Eastern Seaboard coverage.
4. Creative Design Services: In-house graphic design services for billboard creative development. Offered as an add-on service to advertising space bookings, helping clients create high-impact billboard designs.
5. Media Planning Services: Strategic media planning services to identify optimal billboard locations based on target audience demographics. Provided as part of the end-to-end service offering alongside space rental.
6. Billboard Development: Construction and development of new billboard structures. Part of their full-service offering, including new site development, acquisition, and conversion of existing structures.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Civic Outdoor sells advertising space on a network of classic (static) and LED digital billboards, plus a 700+ location Civic Guides small-format community board network across Victoria, NSW and South Australia. The company also offers programmatic Digital Out-of-Home (pDOOH) buying through Alliance Outdoor Media Group, and add-on services covering in-house creative design, strategic media planning and end-to-end billboard development. The product set targets brands, agencies, community organisations and government bodies seeking outdoor brand exposure in Australian metropolitan markets.

Product overview

Civic Outdoor is an Australian-owned outdoor advertising company offering a portfolio of billboard and out-of-home advertising products and services. The core product offerings consist of Classic Billboards (traditional static billboards in supersite and spectacular sizes), Digital Billboards (LED displays with dynamic content capabilities), and Civic Guides (small-format community displays). Additional services include Programmatic Digital Out-of-Home (pDOOH) for automated ad buying, Media Planning for strategic placement, Creative Design for in-house ad creation, and Billboard Development for new site construction. The company operates primarily in Melbourne and Victoria, with expanding networks in Sydney/NSW and Adelaide/South Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Billboards Traditional static (non-digital) billboards offering 24/7 brand exposure with 100% share of voice for the booked campaign period. Available as supersite roadside (over 40 sqm) and spectacular (over 86 sqm) formats. Sold on a quote-based, multi-year rental to brands and agencies seeking non-skippable, high-impact outdoor brand exposure in Melbourne and other Australian markets.
• Digital Billboards LED digital billboard advertising offering vibrant eye-catching displays that can show video, change images every 30 seconds, live stream events, and display social media content. Messages can be changed remotely for flexible, real-time content updates without production or installation delays. Sold via quote-based multi-year rental to brands and agencies seeking flexible, dynamic outdoor messaging.
• Civic Guides Small-format billboard advertising network at eye level in community hubs, providing cost-effective targeted local advertising alongside helpful wayfinding information. Located in over 700 locations across Australia including libraries, shopping centres, transport hubs, community centres, parks and shopping malls. Classic format boards run minimum 2 years before print replacement; available in single (95x95mm), double (195x95mm) and four-spot (195x195mm) sizes.
• Programmatic Digital Out-of-Home (pDOOH) Automated, data-driven buying, selling and delivery of out-of-home advertising through programmatic platforms. Enables guaranteed programmatic supply, Dynamic Creative Optimization (DCO) for real-time context-driven messaging (time of day, weather, temperature, day-parting, audience segmentation), and audience-data-powered planning across 50+ large-format digital assets via the Alliance Outdoor Media Group national infrastructure covering Melbourne and Sydney.
• Media Planning Strategic media planning service identifying optimal billboard locations based on target audience demographics and campaign goals, helping clients maximize reach and effectiveness of their out-of-home advertising campaigns across Civic Outdoor's inventory.
• Creative Design In-house graphic design service specialising in billboard creative development, helping clients create high-impact billboard designs that capture attention and drive ROI. Offered as a professional services add-on alongside advertising space bookings.
• Billboard Development End-to-end billboard development service including site construction, installation and management of new billboard locations, as well as acquisition and conversion of existing structures as part of Civic Outdoor's full-service outdoor advertising offering.

Quantifiable outcome

• 94% OTS (Opportunity To See) MOVE score in the Melbourne market
• +7 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Alliance Outdoor Media GroupcoreStrategic or Co-development Partner · 12 May 2022Civic Outdoor is a founding member of the Alliance Outdoor Media Group alongside GOA Billboards (QLD) and EiMedia (NSW). This independent OOH alliance provides media agencies with access to a far-reaching Eastern Seaboard network of static and digital outdoor assets. The group is 100% Australian owned, environmentally responsible, and singularly focused on delivering impactful large format outdoor sites. National Sales Director Daniel McConochie leads the group.
• GOA BillboardscoreStrategic or Co-development Partner · 12 May 2022QLD's largest digital billboard provider and founding member of Alliance Outdoor Media Group. Led by the Tyquin family, GOA has driven innovation in outdoor industry for 40 years with the most technologically advanced billboards in the country. Unrivalled footprint in metro, suburban and regional QLD markets.
• EiMediacoreStrategic or Co-development Partner · 12 May 2022First billboard company in NSW to develop an approved Digital Billboard on a public road. Founding member of Alliance Outdoor Media Group. Network of digital sites provides effective reach across Western Sydney growth corridor and broader Sydney basin.
• Stream OutdoorminorStrategic or Co-development Partner · 12 May 2022Alliance Outdoor Media Group founding member contributing to the combined national large format roadside provider network.
• Arts Project AustraliaminorGTM or Marketing Partner · 1 January 2020Civic Outdoor partnered with Arts Project Australia to roll out a series of large-scale billboard art installations across Melbourne featuring contemporary artists. Civic Outdoor donated space on its digital billboards free of charge to help the gallery operate under COVID-19 restrictions. Artworks appeared in Preston, Kilsyth, Collingwood, Sunshine, Wantirna, Bayswater, Bentleigh and Bundoora.
• Indian Film Festival of Melbourne (IFFM)minorGTM or Marketing Partner · 1 January 2020Civic Outdoor was a proud sponsor of the 2020 Indian Film Festival, dedicated to supporting the culturally diverse art scene of Melbourne. Promotions ran across Civic Outdoor's network of digital billboards throughout Melbourne in the lead-up and during the festival. IFFM screened 60+ films in 17 languages.
• Pets of the HomelessminorGTM or Marketing Partner · 1 January 2020Civic Outdoor donated space on its network of digital billboards across Melbourne (Wantirna to Bentleigh to Sunshine and beyond) to support the 'Never Tear Them Apart' fundraising appeal for Pets of the Homeless. The campaign aimed to raise $150,000 to keep pets and their owners together.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Vistar Media: Leading programmatic DOOH supply-side platform enabling automated buying across hundreds of operator networks. Comparable to Civic Outdoor's pDOOH infrastructure in enabling data-driven, DCO-enabled OOH transactions, though as an enabling technology layer rather than an inventory owner.
• Hivestack: Global programmatic DOOH ad exchange and SSP with significant APAC operator integrations. Comparable as a technology/buyer-facing layer that complements Civic Outdoor's direct sales motion and Alliance programmatic inventory.

Direct peers

• oOh!media: Australia's largest out-of-home advertising operator with a national roadside, transit, airport and digital network. Directly competes with Civic Outdoor across large-format digital and classic billboards, and offers the most relevant Australian listed comparable for revenue and footprint benchmarking.
• GOA Billboards: QLD's largest digital billboard provider and fellow founding member of Alliance Outdoor Media Group. Closest direct comparable to Civic Outdoor in format (large-format digital), go-to-market (programmatic + direct sales) and customer base (national brands and agencies).
• Stream Outdoor: Australian OOH operator contributing large-format roadside inventory to the Alliance Outdoor Media Group. Comparable in scale and product mix to Civic Outdoor as an independent operator pooling into a national programmatic network.
• Ignite Outdoor: Independent Australian outdoor advertising operator with large-format roadside digital and static inventory across multiple states. Closely comparable as a mid-sized independent Australian OOH peer competing for similar national brand and agency spend.
• EiMedia: NSW-based large-format digital billboard operator and Alliance Outdoor Media Group founding member, focused on Western Sydney growth corridors. Closely comparable to Civic Outdoor's Sydney operations in product mix and roadside digital positioning.

Broad incumbents

• Clear Channel Outdoor: Global outdoor advertising incumbent (iHeartMedia subsidiary) operating billboards, transit and place-based media across multiple markets including APAC. Comparable as a broad large-format roadside and digital OOH competitor, though with substantially greater scale.
• JCDecaux Australia: Subsidiary of the global JCDecaux Group, operating street furniture, transit and large-format digital OOH across Australia. Broader portfolio and deeper capital than Civic Outdoor but overlapping on roadside and place-based digital OOH inventory.
• Lamar Advertising Company: One of the largest US-listed outdoor advertising operators, focused on billboards and digital OOH across the Americas. Useful as a publicly traded large-format OOH comparable for unit economics, even though geographic footprint is different.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/civic_outdoor
• Facebookfacebook.com/civicoutdoormelb
• LinkedInlinkedin.com/company/civicmedia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Civic Outdoor