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Inside Outdoor | News, views and opinions from the Australian Out of Home industry October 2017 |
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What is the road ahead for Out of Home? |
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What is the road ahead for Out of Home |
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It feels like I have spent my life waiting for driverless cars, inspired of course by the Jetson’s green bubble car, with George shouting to Jane, “stop this crazy thing!” But as an industry that’s earnt its stripes by capitalising on big changes, there is more to this innovation than a 1960s sci-fi cartoon could have prepared us for. Driverless cars, or Automated Vehicles (AVs) as they are called by those in the business, might just be the future of transportation and mobility. But what are they? When will they be on our roads? And, importantly, what impact will they have on the Out of Home (OOH) industry? An AV is a robotic vehicle that is designed to travel between destinations without the need for a human operator. It turns out, most of us are already driving one – features such as adaptive cruise control, parking and ‘lane keep’ assist mean that we sit at level two of five on the Society of Automotive Engineers scale*. While predictions vary, it’s reported that AVs will not make up the majority of cars on the road until 2045, after a decades-long transition, overcoming barriers to consumer adoption, and phasing out older vehicles.** On the plus side, AVs have the potential to make our roads much safer, and to free up more time for passengers to read, talk and be entertained by your humble roadside OOH sign. However, this technology will also be a disruptive force across economies and will require both federal and state regulators to adapt legal frameworks to accommodate for them. Abraham Lincoln said that “the best way to predict the future is to create it.” As an industry with a penchant for taking advantage of disruptive forces to shape the success of our future, when it comes to AVs, we must all be posing the question: how can we help create this future? I think there is a chance for OOH infrastructure to become part of intelligent transport systems, speaking not only to the people in the cars, but to the cars themselves. Now is the time for our industry to begin planning, researching and embracing new ways for collaboration in this space. That’s why the OMA invited a panel of experts and industry together to start this conversation. You can find more information on the event here. As technology hurtles ahead and many things in the Jetson’s lives become our reality, I look forward with great optimism and interest at how we can embrace this change and make it work for us. I am sure George will be wishing us well with a “Hooba-dooba-dooba.” Charmaine Moldrich
*Society of Automotive Engineers scale
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MOVE |
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Anatomy of Out of Home – Market share growth
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News Round Up |
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Adshel and Roy Morgan partnership takes geo-location targeting to new heights.  |
Daktronics set to supply the Central Coast Stadium with 120sqm screen. |
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Bishopp take home Best Solution to an Identified Electrical Issue Award. |
QMS Media ‘switch on’ the first billboards in the ACT. |
Neon, graffiti, signs, ads: these shouldn't be dirty words in Canberra |
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Out There – Local |
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Out There – International |
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Congratulations Charles |
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OOH legend Charles Parry-Okeden honoured as MFA’s 2017 Hall of Fame entrant Charles Parry-Okeden was annouced as the 2017 Media Federation of Australia Hall of Fame entrant. The first media-owner and Outdoor advertising recipient of the award, we are proud to see Charles recognised for his work. Congratulations Chuck! MOVE sponsored the MFA awards this year, we’ve developed a little sizzle reel showcasing some of the great campaigns that have been displayed on our members’ signs and highlights how Out of Home advertising offers creative opportunities everywhere.
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International Profile |
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United Arab Emirates Population: 9.27 million
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