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Out-of-Home Update: March 2014

Thursday 20, March 2014

2013 was an exciting year for OOH. Outdoor Media Association of New Zealand member operators saw a combined year-on-year rise in revenue of 13% above the figures posted for 2012, taking the industry back to pre-recessionary levels of income. The year came to a close posting a very healthy revenue total of $66,455,096. This amount is attributable to members of OMANZ only and should not be confused with the ASA figures published separately.

The growth in revenue has been driven by huge increases in spend from a wide cross section of industries according to Neilsen data. The most notable being Investment/Finance +60%, Household Furnishings +60%, Telecoms +70%, Business Services +100%, Accessories +104%, Pharmaceuticals +128% and Industrial +217%. This is all very encouraging for the OOH sector at a time where the wider economy is broadly stabilizing.

Key drivers have been the widespread use of digital displays, innovation and integration of mobile technology as well as an increased focus on ROI through targetted planning and audience delivery. 2014 is sure to see continued attention paid to these areas.

OMANZ members take encouragement from the continued increase in investment in the sector and remain focused on pursuing our goal of 5% market share.

Private Equity Invests Heavily in OOH

The growth potential of the OOH sector stimulated high level investment from Private Equity in 2013 with Champ taking over oOh!Media and Quadrant buying the remaining 48% in APN Outdoor. Private Equity investment indicates high levels of growth potential and confidence in the market.

More interesting for advertisers, is how these Private Equity Houses choose to extract that growth from the NZ media marketplace.

There has already been significant investment in OOH by NZ media operators, as demonstrated by consolidation of ownership within the billboard market, adoption of state of the art digital technology, mobile and new planning tools.

APNO Digital Billboard Launch

APN Outdoor switched on a New Zealand first on Monday 1st July 2013 in the Auckland CBD, with the illumination of the city’s first ever large format, high resolution, roadside digital billboard on Queen Street.

iSite's Highly Targeted Media

iSite Highly Targeted Media made quite a hit upon its launch in August 2013. The independently audited measurement system for bus advertising works with road user journey data to deliver an audience opportunity to see (OTS).

In February 2014 this initiative was rewarded with three Gold Nexus Awards for Marketing Products & Services, Strategic Vision, Customer & Market Insight and a Silver Nexus Award for Innovation followed by a further Gold Industry award and the prestigious Supreme Nexus Award at the NZDM Awards 2013.

oOh! Transforms Retail Ads Into Giant Human Sized Packs of Nescafe

Shoppers across New Zealand got a coffee fix with a difference in February 2014, with the launch of an OOH campaign for Nescafé which featured giant, three dimensional versions of the brands new compact 100 gram packs.

The two metre high replicas of the Nescafé coffee refill packs, which were specially created to fit over the top of oOh! Media’s retail panels, went on display across 16 shopping centres throughout New Zealand.

Adshel Leading the Way in Digital Out-of-Home

With the exciting news that Adshel Australia are rolling out the country’s first advanced digital rail network in Sydney, here in New Zealand Adshel are working behind the scenes to bring both mobile engagement and digital interaction to the streets of New Zealand.

APN Outdoor Wins Auckland Airport

In January 2014 Auckland Airport announced that leading Outdoor media company, APN Outdoor, had won the airport’s advertising media contract across both terminals, including external sites. Auckland Airport joins APN Outdoor’s existing Airport portfolio which includes the recently redeveloped Christchurch Airport, Sydney, Canberra, Brisbane and Perth Airports.

oOh! To Invest In World Class Digital Technology for NZ

The largest out-of-home company in the ANZ region, oOh! Media, announced in January 2014 that it would be investing heavily to deliver world class digital out-of-home advertising in New Zealand to provide marketers with more innovative ways to connect with consumers.

Sustained Growth For Out-Of-Home

The Outdoor Media Association of NZ (OMANZ) announced in January 2014 a Q4 revenue total of $18,659,878, up 1.3% year-on-year. This brought 2013 to a close posting a very healthy year end total of $66,455,096, which was 13% up on 2012.

Guess Who's "Funding Lots of Good Stuff?"

The Australian Out-of-Home (OOH) industry has ventured no further than its own backyard with the launch of its new campaign promoting lesser known facts about Outdoor advertising, with the tag “Outdoor advertising funds lots of good stuff.”

Outdoors New Value Propostion in the UK

Our counterparts at the Outdoor Media Centre in the UK have highlighted what they see as the five key benefits for Out-Of-Home media that underpin its value as a communications channel through their "Power of 5" campaign.

Mike Baker, CEO of the Outdoor Media Centre explained “Effectively we are saying that there are five things we do really well as a medium. These benefits work together as a collective to make outdoor advertising a uniquely effective and contemporary medium for advertisers, delivering real impact and sales effectiveness.”

A series of design icons support the five points, and these also appear in a motion graphic to be found at www.outdoor5.co.uk. The Power of 5 is a mnemonic to help planners call the outdoor medium’s key advantages to mind.