APN Outdoor (APO) looks to have continued long-term growth. Outdoor advertising spend continues to increase, with a ten-year annual growth rate of 6.7%, against just 2% for ad spend overall. Australian outdoor advertising is 5.6% of ad spend, behind the global average of 7.5%. Last year saw a particularly strong 17% growth in outdoor ad spend, with this growth continuing into 2016. APO is continuing to improve on its 30% market share in Australia and New Zealand. Outdoor is emerging as a strong alternative to newspaper and magazine advertising, as these traditional methods rapidly lose readers. With more Australians settling in metropolitan areas congestion has also increased, resulting in more eyeballs for outdoor advertising.