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Inside Outdoor News, views and opinions from the Australian Out of Home industry
November 2017

OOH audiences heat up for summer

OOH audiences heat up for summer
News Round Up
Out There - Local
Out There - International
P.S. from the OMA
International Profile


Our days are (finally) filled with warm weather, sunshine and the scent of heady blossoms. It’s the season to be jolly, when we put down our devices, step away from the computer screen, switch off the TV and head outside. Our large southern skies and great weather are the envy of the world, so, it’s no wonder Out of Home (OOH) audiences keep growing.

MOVE, in its latest audience measurement update, confirms this. In 2010, MOVE began measuring OOH audiences, and since then, we've seen this audience grow cumulatively by 23.0%, outstripping population growth of 14.9% for the same period. This is a result of urban growth and our portfolio of signs that are primed to reach these audiences. And we know that there is more growth to come with the UN predicting that Australia’s population will be 94% urbanised by 2050.

MOVE’s data update also tells us that OOH advertising reach has increased to 12.6 million people daily, that is a growth of 200,000 people per day, on average, in OOH environments. Australians are making 52 million trips across the five markets measured (Adelaide, Brisbane, Melbourne, Perth and Sydney). This means more and more eyeballs on the 81,980 OOH advertising faces measured by MOVE.

We know that we behave differently over summer. People spend less time indoors, scrolling the internet and watching screens, and more time enjoying the great outdoors. Our love of being out and about in summer lends itself to brands being outdoors with us. As our Primal Advantage* research showed, the best time to capture an audience's attention is when they are out and about because people outside their home are two times more receptive to messages and likely to act.

It’s no secret OOH advertising has evolved. Now powered by technology and smarter with data it is flexible and immediate. All evidence points to summer being the premium time to attract consumers by being big, bold, and OOH.

As I happily unpack my polka dot bathers ready for the hot days ahead, I look forward to brands taking a leaf out of my book and being bold and cheeky on an OOH sign somewhere in the great outdoors this summer.

Inside Outdoor will be back at the end of January. In the meantime, we wish you, your friends and family a safe and happy holiday season, wherever you may roam.

Charmaine Moldrich

*Primal Advantage research commissed by OMA 2016


Anatomy of Out of Home – audience growth
In this month’s Anatomy of Out of Home we look at OOH's audience growth in 2017.
To see the proof, download the slide series.

News Round Up

B&T’s insights: the evolution at goa

Bishopp switches on Ipswich's first digital billboard

JCDecaux unveils new Telstra digital payphone kiosks in Perth

Tonic Health Media launches next phase of its healthy living initiative Tonic Flow

Creative Collection winners announced

The quarter three Creative Collection Competition attracted 28 submissions from OMA members.

Guest judges included Elly Hanlon, General Manager – Hanlon Industries and Nick Errey, Group Corporate Marketing and Communications Manager – oOh!media.

Congratulations to the winners!

Out There – Local

Integrated marketing campaign sends more uni students packing

Promoting Contiki’s 2018 European holiday packages, customised creative based on time and day ran on OOH digital screens across 99 university campuses nationally and was also featured as a three-part native content series on Uni Junkee.
Find out more.

The power of eight words

Queensland Writers Centre encouraged anyone with a story to write it in eight words and post their creations on Twitter which were then posted on THE goa GRID.
Find out more.

Lion’s summer bright lager offers real-time surf & weather alerts

Lion Beer Australia encouraged people to ‘Dive into Summer’ by providing real-time updates on weather and surf conditions of nearby beaches in Brisbane, Sydney and Melbourne.
Find out more.

Red Rock Deli uses OOH to launch pop-up ‘Taste Space’

‘Taste Space’ invited shoppers at Westfield Sydney and Sydney train stations a unique opportunity to create their own flavour. 
Find out more.

Out There – International

Down but not out

Nike took to the streets of China with their 'Down but not out' campaign inspired by boxing legend Rex Tso.
Read more.

Listen to your lungs

Cancer charity, Marie Keating Foundation, is grabbing pedestrians' attention with a ‘coughing billboard’. A seemingly innocent statement at first, but when you look closely the letters reveal the message: ‘I had cancer’.
Read more.

The Discovery of Mondrian

Gemeente Musuem recently ‘painted’ the whole city of The Hague in Piet Mondrian colours, an urban Mondrian painting, designed to promote the museum's newest international exhibition, The Discovery of Mondrian.
Read more.

Danger might be invisible at first

Ukraine has a high rate of human trafficking, the International Organisation for Migration in Ukraine has used OOH showcasing the message ‘things are not always what they seem at first sight’.
Read more.

P.S. from the OMA

Welcome MOOH and Prismaflex

The OMA has welcomed two new members to the fold. MOOH a media display member, offering a range of taxi display wraps, and Prismaflex a non-media display member, a digital printer and industrial manufacturer of display panels. Welcome!

Congratulations to the Media i Outdoor winners

We enjoyed cheering on the night for the following winners:

Outdoor Sales Person of the Year:
VIC – Ben Peel, oOh!media
QLD – Louise Nicholls, JCDecaux
WA – Phil Dada, APN Outdoor
SA – Maddy Lewis, oOh!media

Sales Team of the Year:
QLD – JCDecaux: Louise Nicholls, Gemma Ferrier, Elizabeth Burnett

International Profile


Population: 35 million

  • OOH advertising expenditure (2016): US$789 million
  • OOH as a % of total ad-spend (2015): 5%
  • Top advertising categories include: retail, luxury goods

Source: OMAC Canada

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