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Inside Outdoor News, views and opinions from the Australian Out of Home industry
January 2018

Change heralds more inclusivity

Change heralds more inclusivity
News Round Up
Out There - Local
Out There - International
P.S. from the OMA
International Profile
Movement in the ranks


The world changed profoundly last year. What started with the exposure of unacceptable behaviour by one man in Hollywood, led to a global movement, #metoo, which amplified discussions about gender equality across the spectrum. Having participated in this debate for most of my life, it feels to me like the tipping point for change.

Over the last decade, prompted by something of a wake-up call in the form of a Federal Parliamentary inquiry, we in the Out of Home (OOH) advertising industry have cleaned up our act. Gone are the days of the lurid yellow ‘Longer Lasting Sex’ ads, and in their place, we run training programs, offer a pre-vetting service to members, and provide concept advice to creative agencies. All this to ensure the ads we post are appropriate and in line with the self-regulatory advertising codes.

OMA members have become experts in understanding these codes and considering the particular impact of an OOH ad given our signs’ high visibility, ability to broadcast 24/7 and prominence in public places.

And while I am incredibly proud of how far we’ve come, I am also aware that we have some way to go to convince both clients and creatives that gratuitous objectification in advertising doesn’t only demean women, it also demeans what we are selling, and in more and more cases, I suspect, the people the products are pitched at.

But one simple word in the Australian Association of National Advertisers (AANA) Code of Ethics is about to change how we use ‘sexual appeal’ in our ads.

From 1 March, Section 2.2 of the Code will change from “advertising or Marketing Communications shall not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people” to “advertising or Marketing Communications shall not employ sexual appeal in a manner which is exploitative or degrading of any individual or group of people.”

This small but significant change will raise the bar higher for ads that use sexual appeal. And while it may seem minor, it represents a major shift (one that we in the OOH industry welcome), as it will make it tougher for advertisers to use sexual appeal in order to sell their wares.

The old adage that sex sells has sat uncomfortably with a contemporary, inclusive, and fast paced advertising industry for some time now. This change will make us all a bit more comfortable about how we transact business.

Tipping points don’t happen overnight, they are caused by an explosion that has been bubbling under the surface for a long time. Rest assured, the earth won’t shift on its axis on 1 March because we will hold advertisers and creatives to this higher standard, but it will make a difference where it really counts – to our customers.

Charmaine Moldrich


Anatomy of Out of Home – OOH works
In this month’s Anatomy of Out of Home we wrap up key research findings on OOH from 2017.
To see the proof, download the slide series.

News Round Up


Whats in store for Out of Home in 2018?


A snapshot at Out of Home 2017 industry highlights


Keith Ferrel, Cactus Imaging, listed in ProPrint Power 50


goa launches digital billboard on the Gold Coast


Torch Media re-signs Queensland rail contract


Adshel takes home best OOH campaign at B&T awards


Hanlon Industries awarded a highly commended for Most Innovative Charity/Employer Partnership

Give Where You Live is an initiative that encourages employees to make weekly salary sacrifice to help support those in need in the Geelong region. In 2017, Hanlon employees donated $13,662 which was matched by the company, taking the total donation to $27,324. Well done staff and management at Hanlon!


Out There – Local

Happy New Year

oOh!media used its iconic Bourke street billboard to wish passers-by a happy and unmissable 2018.
View here.


OOH always

Melbourne newspaper, The Age, took advantage of OOH sites on Swanson Street as part of its ‘Melbourne. Always.’ campaign.

Tiffany & Co wrapped OOH for Christmas

Tiffany & Co took over Martin Place in the lead up to Christmas, encouraging commuters in the heart of the CBD to find their Christmas gifts at Tiffany’s.
Find out more.

Network 10 celebrates ‘Sisters’

Network 10 used OOH and Instagram to celebrate the premiere of its new drama series, ‘Sisters’. Instagram users were encouraged to snap a photo of family and friends having fun together and use the hashtag #SistersAU, with entries then broadcast daily across QMS’ national digital network.
Find out more.

Out There – International

Amensty International uses OOH to create headwind against the worlds biggest bullies

In partnership with Swish, a mobile app that allows you to send money to friends, companies and organisations, Amnesty International Sweden was able to produce a humorous and relevant OOH campaign targeted to a young, global audience, urging them to donate money to fight for human rights.
Read more.

The first-of-its-kind Volvo Lightning-Powered Billboard

The New Volvo S90 T8 Plug-in Hybrid is a premium sedan with V8-like performance. To celebrate the car’s arrival into Thailand, a billboard was fitted with custom-engineered lightning rods – when lightening struck, the billboard lit up and displayed the OOH campaign.
Read more.

Spotifys witty 2018 goals

Spotify’s recent OOH campaign featured a series of humorous New Year's resolutions based on the listening habits of its subscribers in 2017.
Read more.

You like me, you really like me!

Congratulations to billboards all over the world, but in particular to Three Billboards Outside Ebbing, Missouri (ha! see what we did there?!). We all know OOH is a star, but now Hollywood and the world knows too! We're coming for you Oscar! 

P.S. from the OMA

Welcome APEX and Techfront

The OMA welcomes two new members. APEX, leaders in acquiring and developing OOH sites, and Techfront who offer digital media solutions. Welcome!

In loving memory of Luke Franklin

Kelly Forbes, with Brad Bishopp and Steve Davies on behalf of the whole Bishopp Outdoor Advertising team, would like you all to join them in celebrating the life of Luke Franklin, after his sudden death in December 2017. Click here to view their eulogy for Luke.

International Profile


Population: 127 million

  • OOH advertising expenditure (2014): US $5.4million
  • OOH as a % of total ad-spend (2015): 11.7%
  • Top advertising categories include: cosmetics, retail and leisure

Source: Aegis Global

Movement in the ranks

OOH appointments

Martin Wood, former Fairfax Media agency sales director, has joined Adshel as State Sales Manager. 

QMS has restructured its Australian Executive Team with Nathan Sable promoted to CEO of QMS Production and John O’Neill appointed as CEO of QMS Australia. Both roles will report to Group CEO Barclay Nettlefold.

oOh!media has appointmented Sheila Lines as Chief Financial Officer, Sheila was previously the CFO of Cabcharge. 

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