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

United we stand

United we stand
News Round Up
Out There - Local
Out There - International
International Profile

As Aristotle famously said, “the whole is greater than the sum of its parts.” This particularly rings true in light of the potential acquisitions announced in Out of Home (OOH) this month, with oOh!media’s bid to buy Adshel*, and JCDecaux’s bid to acquire APN Outdoor*. Despite these shifts, from my perspective, this has not changed our industry motto that collaboration is key.

Industry unity is more important than ever
One of the roles of the OMA is to build and maintain systems that keep all members engaged, as each member plays a part in making the industry what it is today. The OMA is an agnostic cog in the wheel that drives the industry forward, ensuring that the ongoing challenges of regulation are addressed while making the most of the opportunities that come from technology, and playing a part in growing market share.

A great opportunity to grow
I asked my colleague, Nancy Fletcher from the Outdoor Advertising Association of America, who has seen her fair share of consolidation, to share her thoughts on the potential changes to the Australian industry. She offers this, “while competition is alive and well within the OOH medium, industry consolidation can enable more effective OOH competition with other media, particularly digital media and TV, which helps the entire OOH industry as global ad spend migrates to digital. Similarly, consolidation gives OOH a shot to pitch the biggest marketers and their agencies; when they buy, they buy the whole OOH medium.”

Envy of the world
As we have seen this month, change is inevitable. I began this month discussing this issue in some depth with the global industry at the international OOH association congress, FEPE. There, I was able to witness the high regard held for the Australian industry, and the camaraderie among the OMA members, which I believe is the secret sauce to our success – we stand united. Our position is unique and not often experienced in other markets. Despite the tsunami of change that may come our way in the coming months, I end this month with the certainty that the Australian OOH market will continue to deliver a great product to advertisers, and play a significant role in supercharging our smart cities. 

– Charmaine Moldrich

*Both acquisitions are subject to the ACCC’s approval.


Out of Home drives online interactions
In this month’s Anatomy of OOH we review a study which shows Out of Home drives online interactions better than other offline media, per ad dollar. To see the proof, download the slide series.

News Round Up


Adshel announces the launch of full rail offering, reaching 1 in 3 Australians each week


The rise of Out of Home and tackling digital measurement


Aussie Young Lions win Bronze in Cannes


APN Outdoor and VicRoads to build new signs

Aussie's Out of Home win in Italy

Out There – Local


Local food waste crusaders, OzHarvest, have used OOH to promote the release of the film, Food Fighter. Find out more and join the movement via the OzHarvest Website. delivers the news in colour on OOH

Pop culture and news collide with this cheeky OOH campaign from Find out more.

Woolworths keep Citylights warm

As part of Woolworths brand campaign ‘Everyone Loves Their Winter Woolies’, OOH street furniture panels across Melbourne and Sydney have been dressed in giant woollen beanies. As the panels scroll, the creative shows a different person ‘wearing’ the beanie each time. Find out more.

ANZ offers commuters real-time transport information

ANZ and PHD have taken to the streets with a campaign to launch the new ANZ App. The campaign showed ways the app can help commuters manage their money on the go while incorporating actual tram, train and bus timetable information. Find out more.

Out There – International

Habitat for Humanity: The Dissolving Poster

To help combat mosquito-borne diseases in Brazil, BETC Sao Paulo and Habitat for Humanity have created a dissolving OOH poster that transforms rainwater into a mosquito trap. Find out more.

McDonald’s goes dynamic in new DOOH campaign

McDonald’s Ireland has used temperature-controlled digital OOH to launch its McCafé Iced range. Find out more.

Swarovski 'Brings Colour to Summer'

Swarovski UK asked the public to bring colour to summer with an interactive OOH campaign; by stepping on one of four coloured spots positioned in front of the billboard. Participants were given a chance to win a Swarovski summer bag and voucher. Find out more.

Adidas uses influencers in OOH campaign to promote its ‘Originals’ brand

Adidas in the US has used OOH to deliver personalised messages for its brand ambassadors to show the power of OOH when used in concert with social influencers. Find out more.

International Profile


Population: 1.4 billion (2018)

  • OOH advertising expenditure (2018): AUD$12.1 billion
  • Percent of China's total media spend on OOH advertising: 10.2%


China Business Review

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