Trouble viewing this email? View a web version ›
Tweet Like Forward

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

Beyond the headlines

Beyond the headlines
News Round Up
Out There - Local
Out There - International
International Profile


As the sails of the Opera House return to their glistening white, and the headlines move on from one of our national icons being used ‘as a billboard,’ it’s an opportune time for the real billboard industry, Out of Home (OOH), to take stock of the positive things it does.

Both seen and unseen, the OOH industry is proactively taking measures to ensure Outdoor advertising is a brand-safe media channel and a sound investment for advertisers.

We know that OOH has the largest, most diverse, real and growing audience, reaching 93% of the Australian population each day. That is why the OMA has increased its efforts in defining and communicating when and where it is appropriate to advertise. We do this so that:

  • Our members’ signs positively contribute to our communities
  • Policymakers view OOH as a responsible media channel and partner in bringing about positive social change
  • We are future-proofing our industry

This year, one of our key projects has been launching a new functionality in the MOVE software which accurately maps the locations and boundaries of over 29,900 schools across NSW, QLD, SA, VIC and WA. This new feature ensures that products which are not intended for minors are not advertised within a 150m sightline of a primary or secondary school*.

We know advertisers see OOH as an innovative media channel to broadcast brand messages, and using MOVE makes it simple to find the most relevant and timely placement for almost any ad, day or night.

Be it for an FMCG product to capture the shopper on their way to the supermarket, a car ad commanding pride of place on a freeway overpass to attract the attention of drivers in traffic, or a home delivery food service on the side of a train or bus for those busy and tired commuters making the journey home after a long day, OOH is there every step of the way. 

As an industry that is growing and changing, there is bound to be another headline next week, or next month, about OOH advertising. Together, let’s make sure we drive positive outcomes from those headlines. As our CEO Charmaine Moldrich recently said, “…  it takes years to build a brand, but it can be damaged in the blink of an eye.”

* As per the OMA's Placement Policy 


Use location based advertising this holiday season
In this month’s Anatomy of OOH we look at the holidays as a time of increased spending and we find out how location and contextually relevant OOH improves campaign success. To see the proof, download the slide series or the infographic

News Round Up


Spring has sprung for Out of Home in quarter three


Sydney Airport unveils one of Australia’s largest advertising wraps


Bailey Print Group cleans up at the HP Excellence Awards


We need to tell Sydney's story, not sell it to the highest bidder


QMS launches 33 metre-long digital billboard in Richmond: ‘The Victoria’


Out of Home launches new tool to keep brands safe


Out There – Local

#NewSelfWales campaign uses JCDecaux photo booth to invite people to be part of an historic exhibition

Website visits to skyrocket after their campaign runs on the Adshel network

goa uses digital network to deliver topical and timely message to Alan Jones across 41 screens

APN Outdoor use digital portfolio and XtrackTV for nationwide daily countdown to the Invictus Games

News Round Up – International


Global sets out to buy Exterion Media creating one giant UK media owner


Canadian OOH industry explores audience measurement methodology for outdoor and street level formats


OOH forecasted to grow 3.4% globally, outperforming traditional media


Out There – International

Mobile brand O2’s “Oops!” campaign sent incremental revenue up £17m year-over-year.

Kraken Rum creates terrifying OOH experience by engulfing passers-by with its tentacles

Pinball machine at Oslo Station launches Red Bull Organics and dispenses free cans

More than 300 US artists create billboards specific to state issues to encourage people to vote

International Profile

Hong Kong

Population: 7.4 million (2017)

  • OOH advertising expenditure (2017): AUD$1.14 billion
  • Percent of total media spend on OOH advertising: 15%
  • Fun fact: Hong Kong has the most skyscrapers in the world; double that of its nearest rival — New York City


JCDecaux North America

You’re receiving this newsletter because you are a member, or signed up at

Tweet Like Forward