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

Looking UP and Looking OUT

Looking Up and Looking Out
News Round Up
Out There - Local
Out There - International
International Profile


The proof is in – our neuroscience research shows that looking up and out shifts the horizon and helps us think, remember and plan. How incredible is it that something so simple – looking up – can make us smarter and help us see and act on opportunities in front of us.

As this year comes to a close, it is time to reflect on some of our achievements. 

Out of Home’s (OOH) success is due to industry innovation and action. In 2010 we made a huge investment in launching MOVE. Eight years on, with 50% of OOH revenue coming from our digital network, we are taking the next big step, investing in a methodology to measure digital signs.

This year, we also built an automated briefing and proposal platform.
As I write this, CORE (Centralised Outdoor Response Engine) is being tested by our members and media agencies. Its 2019 release will ensure a seamless process from briefing to billing, creating huge efficiencies for buyers of OOH.

We like to think that OOH is an industry worth following because we strive to not only meet but exceed community expectations. This year, we updated our Placement Policy and launched a new mapping tool to ensure that products illegal for sale to minors are not advertised near schools. And as an industry we put our money where our mouth is, launching a three-year partnership with DrinkWise. Our first $2.4 million campaign reached
11 million Australians in two short weeks, encouraging them to think about how they consume alcohol in front of their kids.

As our members' signs broadcast 24/7 and are seen by 93% of the population every day, we set the bar high. In this fast-moving world of advertising, it is incumbent on us to deliver on our promises and meet all the self-regulatory codes that guide the content of our signs. To this end, this year OMA pre-vetted 377 ads for members and advertisers, delivered content training in five cities, and updated our content manual.

We know that it is a privilege that we are afforded the right to be big, bold and sometimes audacious in the public space and this fuels our commitment to giving back to the community. Our members donated over $36 million to a range of arts, sports and charitable organisations across the country to promote their work on our signs. 2018 also marked the tenth year of OOH support for National Missing Persons Week. An estimated 5,000 signs valued at $1.6m were donated by OMA members to bring attention to missing persons cases across the country.

It has been a year of great change and consolidation for the industry.
Adshel and APN Outdoor were founding members of the modern incarnation of the OMA and MOVE; we thank them for their contribution and it is with sadness that we bid them farewell.

As we venture into 2019, Aristotle’s words hold us in good stead: “the whole is greater than the sum of its parts”. Next year will see the whole OOH industry remain strong, committed and focused on its contribution to the Australian economy, the community, its clients and most of all its people.

On behalf of all of us, we wish you all a happy and safe holiday season. Here’s to looking UP and OUT in 2019.

Charmaine Moldrich


Trends in Retail Spending
In this month’s Anatomy of OOH we look at the trends in spending for bricks and mortar vs Online retailers, proving that OOH helps drive both. To see the proof, download the slide series or the infographic.

News Round Up


TorchMedia retains and expands contract with Sydney Trains


QMS lights the way to the Mornington Peninsula with a new digital billboard


OMA members celebrate five wins at the Media i Awards 


Cactus Imaging boosts its fabric printing capacity with a first in Australian printing 


Adshel awarded Media Sales Team of the Year at the B&T Awards


oOh!media to manage advertising on Melbourne Airport super screens


Brisbane City Council votes to approve Adshel street furniture contract


David Roddick takes out Sales Executive of the Year at The CEO Magazine Executive of the Year Awards


QMS NZ enters into a Heads of Agreement for a proposed merger with MediaWorks


Out There – Local

American Express use the power of OOH to help small businesses grow


Pernod Ricard and Adshel deliver a seriously sweet campaign 

Jeep creates impact with innovative lighting

Aldi goes to the Aussie outback to celebrate the magic of Christmas 

Out There – International

Jo Malone uses 158 hand-crafted gift boxes in spectacular installation at Heathrow Airport

OOH columns transform into giant lipticks that dispense free Avon products

UK Outdoor media owners come together for a two-minute takeover on Remembrance Sunday

The Grinch billboards are making people laugh all the way to the movie theatre

International Profile


Population: 4.8 million (2017)

  • OOH advertising expenditure (2017): AUD$171.7 million
  • Percent of Ireland’s total media spend on OOH advertising: 7.5%
  • Fun fact: Muckanaghederdauhaulia is the name of a small village in Ireland. It is the longest place name in English with 22 letters.

Global Experiences

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