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

OOH – the power to be part of something bigger

OOH the power to be part of something bigger
News Round Up
Out There - Local
Out There - International
International Profile
PS from the OMA

In 1982, Townsville resident, Tony Jones, went missing. Six years following his disappearance, the Mayor of Townsville planted a tree to commemorate Mr Jones. This memorial service saw the start of National Missing Persons Week (NMPW) in 1988.

Thirty years on, NMPW remains an integral community initiative, with events and services held across the country to raise awareness of the issues and impacts of missing persons in Australia and to highlight the plight of missing persons, their families, and friends. 

OMA members deeply value the NMPW partnership and are proud to help mark 30 years of the campaign, and 10 years of Out of Home (OOH) industry support. This year’s media donations* are estimated at 5,000 OOH signs Australia-wide, valued at approximately $1.7m – the largest donation in the history of our partnership. MOVE tells us that over 11 million people are likely to have seen the campaign over the course of one week.

It’s this sort of nationwide reach that makes OOH the #1 always on place where people go to stay connected, and perfectly positioned to start a dialogue about critical issues. In 2017, the OOH industry donated media space and advertising production valued at an estimated $36 million, and supported over 220 beneficiaries, proving just one role advertising plays in our society – the power to do good. Because of this, OOH is one of the most trusted channels to broadcast government and community health and safety awareness messages.

Our ability to reach nine out of ten Australians each and every day is one of the reasons why community organisations continue to want to work with us. This year the OMA and its members will work together not only with NMPW but extend our commitment through a collaboration with DrinkWise. This new OOH campaign will start a national conversation about how parental behaviour is one of the key factors that impact minors’ alcohol consumption.

We are taking on this issue because we know that OOH has great potential to be a powerful tool to spread positive health messages. We have an ambitious and challenging goal – to ignite conversation and shift thinking – and with 93% of the population seeing OOH messages each day, we believe this campaign will make a difference.

In this busy world where we are driven by numbers and financial outcomes, it is refreshing to be reminded of our humanity, and our power to be part of something bigger and start a conversation with the nation.

*Thank you to participating OMA members: Adshel, APN Outdoor, Bishopp Outdoor Advertising, JCDecaux, oOh!media, QMS Media, Tonic Health Media, and TorchMedia for helping to make these campaigns a success.


Power Users of Out of Home 

In this month’s Anatomy of OOH we look at the campaign results achieved by ‘Power Users’ of OOH versus Non Users. To see the proof, download the slide series.

News Round Up


QMS Media releases record full year results


ACCC approves acquisitions of Adshel and APN Outdoor


goa announces 2019 Community Partnership Program with a media donation of over $1M


APN Outdoor announces an increase in profit and revenue for the first half of 2018


oOh!media delivers double-digit revenue growth for the first half of 2018


Adshel boss explores the future of tech and Out of Home


Out There – Local

Adshel partners with the ABC for a high-impact OOH campaign as part of the War on Waste

Youngcare utilises THE goa GRID to geotarget donors and sponsors, personally and publicly thanking them for their support

TorchMedia helps launch World of Warcraft Battle of Azeroth on Sydneys Light Rail

JCDecauxs touchscreen technology activates ‘Mega’ shark attack at Southern Cross Station

Out There – International

Diageo uses data triggers such as weather and time to determine which brand will be advertised in real-time on the JCDecaux London network

OOH campaign by Austrian VKB Bank focuses on emotional moments with a cheeky kiss as bus doors close

US outdoor gear specialist L.L. Bean encourages people to ‘Be An Outsider’ with creative outdoor work activations

Baja Blast OOH campaign celebrates the product launch in Canada inviting fans to dye their hair the same colour as the beverage

International Profile


Population: 8.7 million (2017)

  • OOH advertising expenditure (2017): AUD$419.5 million
  • Percent of Austria’s total media spend on OOH advertising: 6.79%
  • Fun fact: Vienna has the oldest zoo in the world, founded in 1752


JCDecaux North America
Leger Holidays

PS from the OMA

Business Women Champions of the Hearts

Heart disease is a leading killer of women, claiming the lives of 22 Australian women everyday. It takes almost three times as many lives as breast cancer, however it remains under-recognised, under-treated and under-researched. OMA CEO Charmaine Moldrich is honoured to be a Business Women Champions of the Heart Ambassador and is proudly spreading the word about this vital issue. Find out more

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