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

Where you come from matters to where you are going

Where you come from matters to where you are going
News Round Up
Out There - Local
Out There - International
International Profile


With 2018 in full swing, four new board members in the mix, and new developments every day, I am invigorated by the year ahead, not because it will be easy but because there are many new ideas to bring to market. 

In order to focus on what's ahead, I always think it is good to start by looking at where you have come from. 

As we prepare to expand our Audience Measurement System (AMS) – MOVE – to provide a more accurate score for our digital signs, I have taken a moment to look back and see just how far we have come, and just how much has changed.

In 2010 when we launched MOVE, we had no digital signs. It was a time when TV and Print (Newspapers and Magazines) dominated market share at 36.7% and 30.5% respectively. Radio had 9.4%, Online 16.1%, and Out of Home (OOH) 4.3%.

At the end of 2017, digital signs accounted for 47.3% of our revenue, and we now command 5.6% market share. Online dominates the market with 44.6% while TV, Print, and Radio have all seen market share decreases (to 26.2%, 14.4% and 8.2% respectively)

I look back not to focus on the winners and losers, but to get a perspective on how rapidly the market shifted. In 2010 we weren’t live streaming, podcasting, watching TV on-demand or reaching out to block advertising to the extent we do today.

Out of Homes success to some extent is due to the industry taking action. We invested in building MOVE. We invested in upgrading our plant – high quality digital and traditional signs. We built on our brand values of high impact and visibility and added flexibility and immediacy to our stable. And most importantly while everyone got caught up in the hype of the new digital economy, our audiences continued to grow in all the right spaces and places. 

Among the bots, the AI, the VR, the apps and the technology, sit our signs. They, like us, are physical, tangible, real and ever-present.

We are creatures of habit, we make the same journeys and radiate into the outdoor space for the same reasons we have done since the dawn of time. And it’s this habitual behaviour that has seen OOH audiences grow cumulatively by 23%.

Andy Sriubas, Chief Commercial Officer of OUTFRONT Media, says, “Advertisers don’t wake up looking to buy billboards or bus shelters. What they are seeking is a way to connect with their customers and for that way to be effective.” Reaching 93% of the Australian population each day makes it hard to ignore OOH as a viable advertising option.

He goes on to say, “We are marketing solution providers who should be focused on location-based OOH connections with audiences stitched within the broader context of all media alternatives. We cannot just be sign-sellers.”

With that in mind, I look ahead towards our next goal of creating a new metric that proves the impact and engagement of our signs, with the scale and penetration the mix of digital and traditional has to offer.

It is true, we are not just sign-sellers. We sit at the intersection of the physical and the digital, connecting people and places with messages. 

Charmaine Moldrich


Power Users of OOH
In this month’s Anatomy of OOH MOVE takes a look at ‘Power Users’ of Out of Home who achieve big results compared to non-OOH users.
To see the proof, download the slide series.

News Round Up

Anglicare takes out 2017 OOH Creative Collection Competition Grand Prix
Selected from over 110 campaigns submitted in 2017 as part of the OMA’s Creative Collection Competition, the Anglicare ‘Arts and Minds’ campaign was named the 2017 Grand Prix winner.

The judges unanimously agreed that the campaign was the best example of how OOH can be used by smart advertisers to engage audiences across multiple OOH platforms, complement mobile, and create an immersive and interactive experience.

Thanks to everyone who participated and congratulations Anglicare!

OMA 2017 Creative Collection Competition quarter four results
The quarter four Creative Collection Competition attracted 21 submissions from Adshel, APN Outdoor, goa, JCDecaux, oOh!media, QMS Media, and Paradise Outdoor.

Guest judges included:

  • Ruby Grennan, Marketing and Communications Manager, Adshel
  • Romy Sedman, Digital Strategy and Brand Marketing Manager, JCDecaux 
  • Peta Mcdowell, Senior Art Director, M&C Saatchi
  • Donna Wishart, Media and Communications Manager, Surf Life Saving Australia

Thank you to our judges, everyone who submitted and congratulations to the winners!


APN Outdoor is appointed to be the Cannes Lions Festival representative and unveils new research partnership with Pureprofile


TorchMedia acquires advertising rights to Harbour City Ferries network


Bishopps digital billboards guaranteed to turn heads


oOh!media partners with DSpark targeting the Chinese traveller


Adshel covers cost of new bus shelters


Tonic Health Media to host agency cook-off


Out There – Local

Chinese New Year

The City of Sydney has filled Sydney’s CBD with OOH posters and banners of dogs in cute outfits in celebration of Chinese New Year.
Find out more.


Going up? 

Pandora has launched a campaign to spread the love for Valentines Day with a pop-up elevator store incorporating digital screens and an interactive activation.
Find out more.



TAC alerts drivers of next drug test

The Transport Accident Commission (TAC) has launched a new digital OOH campaign which informs drivers of when drug tests will be conducted.
Find out more.

APN Outdoor brings Winter Olympics to the streets

APN Outdoor has teamed up with the Australian Olympic Committee to broadcast the Winter Games 2018. The campaign shares key Olympic moments, medal announcements and individual ‘meet the team’ creative executions.
Find out more.

Out There – International

Winter Olympic content displayed on US OOH 

NBC Olympic has partnered with Smart Cities technology and media company, Intersection, to display exclusive Winter Olympic Games content such as morning highlights, an opening ceremony teaser, medal counts, and more on OOH screens across Chicago, New York City, and Philadelphia.
Read more.

Google Pixel 2

Google has launched a tactical OOH campaign to promote the release of its second-generation smartphone, Pixel 2. The campaign uses location, audience, traffic, and moment specific data to adapt its messaging and deliver contextually relevant ads across a variety of OOH environments.
Read more.

Justice for Grenfell

A ‘Three Billboards’ inspired OOH campaign has launched in London after last year's Grenfell Tower fire, killing 71 people.
Read more.

Metro Vancouver Fatberg

Metro Vancouver has launched an OOH campaign, displaying the effects of washing your cooking oils down the drain. The special build panel demonstrates how fats and grease will clog your pipes and aims at getting people to compost their grease instead. 
Read more.

International Profile


Population: 144.3 million

  • OOH advertising expenditure (2014): US $14.3 million
  • OOH as a % of total ad-spend (2015): 10.6%
  • Top advertising categories include: cars, financial and retail

Source: Aegis Global


MOVE training

MOVE training will be run in Sydney, Melbourne and Brisbane between the dates of 28 February – 8 March. Training will be held for Agencies and Operators and will include an introduction to OOH, an overview of audience measurement methodology and software functionality. MOVE also has a separate methodology training for that deeper dive into how MOVE measures. Dates fill fast so click here to reserve your spot.

B&T Bootcamp

Presented by APN Outdoor and MediaCom, B&T Bootcamp motivates up and coming talent in the industry with speed mentoring and leadership skill masterclasses. Our very own Charmaine Moldrich, CEO, OMA, will be participating as one of the eight mentors. Click here to meet all of the mentors and buy tickets.

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