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

Change is coming – and it’s going to be an exciting ride

 Change is coming – and it’s going to be an exciting ride
News Round Up
Out There - Local
Out There - International
International Profile

The energy of a city is shaped by its public spaces and how people traverse these spaces, interacting with each other as much as they do with the built and natural environments. The canvas of our cities offers creative opportunities everywhere, and Out of Home (OOH) advertising is an integral part of that canvas offering a plethora of opportunities.

The reason why OOH continues to grow is that its creative canvas can now be scalable, adaptable and nimble. Allowing advertisers the opportunity to amplify their messages by being in the right location at the right time. 

The latest Commercial Economic Advisory Service of Australia (CEASA) report for 2017 shows OOH, once again, outperforming the total media spend growth, with a 6.1% growth in revenue vs total media growth 2.8%.* 

This result means OOH still holds its spot in the top three revenue growth channels for 2017; Cinema takes the number one spot with 6.7% growth, and Online, falling from its long-held top position, comes in at third place with 5.3% growth.

CEASA also reports that $14.12B was spent on advertising in Australia in 2017, with OOH growing its share from 5.7% to 5.9%, while Online, grew its share from 44.4% to 45.5%.

Many have predicted that this is going to be the year of OOH. Attributed to the rapidly increasing digitisation of the channel, the ascendance of smart cities, increased consumer expectations for responsive experiences, and an explosion of location data.

This is why OMA members continue to invest in innovation and technology, with digital OOH making up 49.7% of revenue in quarter one of 2018.

The reasons are many and measurable as to why you need to come with us – look up, look around, and embrace the potential of OOH.

For more details on CEASA results check out this month’s Anatomy of Out of Home.

** Of total advertising spend (excluding Classifieds and Directories).


Market share growth
In this month’s Anatomy of OOH we take a look at the 2017 CEASA summary.
To see the proof, download the slide series.

News Round Up


A second digital billboard for Toowoomba CBD


Adshel launches flexible trading


APN Outdoor unveils new look


How Out of Home media companies must reinvent themselves as publishers to survive


QMS rides digital wave on Gold Coast


JCDecaux unveils digital screens at Melbourne Southern Cross Station and announces partnership with Seedooh


Out There – Local

Art and automobiles

Mercedes-Benz Australia is celebrating its role as a partner of the National Gallery of Victoria’s (NGV) Triennial exhibition, using an OOH activation that is a replica of the NGV waterwall viewed through a car’s windscreen wipers.
Find out more

Australia Post champions small businesses

Australia Post and Y&R Melbourne have used OOH as part of an integrated campaign, championing small businesses across Australia.
Find out more

Toyota takes over

Toyota launched a mass scale campaign, which saw it take over ARN’s pure gold network in tandem with a dominant Adshel campaign to launch the ALL-NEW Toyota Camry. 
Find out more

Shaking up perceptions of Parkinson's

The Shake It Up Australia Foundation’s Pause 4 Parkinson’s campaign ran nationally across oOh!media’s digital network, urging Australians to support those with Parkinson’s.
Find out more

Out There – International

McDonald’s uses weather-reactive OOH 

McDonald’s UK has launched a national digital OOH campaign that uses MET Office (the UK’s national weather service) real-time data to bring to life April’s unpredictable weather conditions, turning McDonald’s menu items into weather icons to represent the live temperature and 5-day forecasts. 
Find out more

Kit Kat: Billboard that switches itself off

Kit Kat has used a billboard that switched itself off to persuade people to ‘have a break’, timed in concert with the lights being switched off on the London Bridge as part of  #Switchoff for Planet Earth. 
Find out more

Running makes the world go round

Shanghai witnessed a person running on top of a 50-metre tall giant spinning globe that made the ‘world go round’ to support Nike’s latest campaign “Choose Go.”
Find out more

American Express campaign targets two audiences with one message

American Express has used OOH in a new global initiative aimed at uniting its consumer and business customers under one shared message: “American Express has your back to help you build your business and get the most out of life.”
Find out more

International Profile


Population: 36.29 million (2016)

  • OOH advertising expenditure (2017): CAD$835 million
  • OOH as a % of total ad-spend (2016): 5.0%
  • Top advertising categories include: retail, automotive, food, and financial services


Aegis Global


MOVE training

Register for Quarter 2 MOVE training in your city.

Training sessions will be held in Adelaide, Brisbane, Melbourne, Perth, and Sydney between 2 May – 19 July.

MOVE will deliver Agency and Operator training sessions covering an introduction to OOH, an overview of audience measurement methodology and software functionality.

Spots fill fast, so click here to register now.

B&T's Changing the Ratio – Monday 28th May, Belvoir St Theatre

Changing the Ratio is a new initiative to continue B&T’s mission of making equality and inclusion the norm in Australia’s communications industry and beyond.

Featuring an impressive line up of speakers, including Michaela Chan, Chief Marketing Officer, oOh!media, the day has been curated in consultation with industry leaders, including the OMA’s very own Charmaine Moldrich.

To see the full line up visit

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