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

“Change is law and no amount of pretending will alter that reality.” Socrates 470 – 399 BC

Change is law and no amount of pretending will alter that reality
News Round Up
Out There - Local
Out There - International
International Profile

Out of Home (OOH) advertising is on the precipice of great change. As a result of hundreds of millions of dollars invested in technology by the industry, almost 50% of revenue now comes from digital signs. These signs offer the benefits of being flexible, timely and targeted. More than a one-trick pony, the big, bold, broadcast messages on OOH can be pinpointed to an exact location, time, and day – the ultimate in targeted advertising.

It is estimated that by 2050, 94% of the population will live in urban environments, which will trigger exponential growth in OOH audiences. The potential of digital technology and an increasing audience stimulates new thinking and discourse around creativity and measurement. Capturing audience data to provide accurate and transparent reporting will become even more critical and the sources for that data are increasingly complex.

To meet this demand, MOVE introduced continuous delivery which enables audience numbers to be updated monthly based on changes to signage, and last month MOVE announced that it would invest up to $10 million to rejuvenate the system to more accurately measure audiences for digital signs.

Additionally, the industry has been building an Automated Planning Platform, with the first stage to be launched in late 2018. It will allow media agencies to request proposals from OMA member companies and combine these proposals into a campaign.

OOH is already the only media channel that can broadcast to a mass audience, reaching 93% of the population each day. While the digital revolution has changed how we consume media and information, it hasn’t, as of yet, intrinsically changed our behaviour.

With nine out of 10 Australians leaving home each day, OOH measurement focuses on people, places and movement of the masses, capturing audiences as they work, shop and socialise. In today’s media plan, there is more focus on audience location and experience measurement. OOH meets this need and has become the headline for cities and a catalyst for conversation; broadcasting to 12.6 million people each day across the five major markets, taking a total of 52 million trips with the potential to see 30 OOH messages.

We know that this new revolution we are in is only in its infancy and that there is more to come. The future is bright and will only be limited by our imagination.

The OMA 2017 Annual Report is now available. Click to view it online.


2018 NSW Household Travel Survey
In this month’s Anatomy of OOH we take a look at changes in our travel behaviour via the latest updates from the NSW Household Travel Survey. To see the proof, download the slide series.

News Round Up


APN Outdoor announces the Young Lions winners


OOH power women make the B&T Women in Media list



QMS launches two new sites



Hanlon Industries wins five-year Sydney Airport contract


Tonic Health Media acquires


OMA recognises industry stars



OOH creative brings #SoMuchYAY

The OMA has announced the quarter one winners of its 2018 Creative Collection competition. To see the winners click here and thank you to all who entered.

Out There – Local

Australia joins the globe to help save endangered species

Members of the OMA have donated OOH signs across Australia as part of Endangered Species Day, 18 May, showcasing a variety of powerful images across digital signage in NSW, QLD, SA, VIC and WA, to raise awareness about animal populations in decline all over the world, and to inspire people to learn how to help protect them. Find out more.

‘Project Unite

QMS Media and the Queensland Police Services’ Commonwealth Games Group (CGG) have launched an OOH campaign, ‘Project Unite’, aimed at identifying, detecting, and deterring criminal and hostile activity in the lead up to, and during, the Gold Coast Commonwealth Games. Find out more.

Bumble launches first Aussie ads

Bumble, a location-based social and dating app, is using OOH to increase awareness of its service by encouraging users to be the CEO, rather than date the CEO, and not be afraid to make the first move – a core pillar of the Bumble app’s interface.
Find out more.

Out There – International

An homage to Bowie

Two years after David Bowie’s death, Spotify has honoured him with an NYC subway station takeover, aimed at promoting not only Bowie’s history in the city but also the “David Bowie is” exhibit currently on display at the Brooklyn Museum. Find out more.

Genius: Picasso

A vacant lot in the US has been converted into a billboard site, thanks to National Geographic and Outfront Media, just in time to promote the upcoming series ‘Genius: Picasso’. Click here to see the time lapse video of the billboard's installation.

The world's most boring billboard

To prove the effectiveness of its products, Sioo:x Wood Protection has built a billboard out of real Sioo:x-treated boards. It is predicted that this billboard will remain standing for 12 years! View the campaign here.

International Profile


Population: 59.3 million (2018)

  • OOH advertising expenditure (2016): €176 million (AUD$271.2 million)
  • Percent of Italy's share of Western Europe spending on OOH advertising: 2.9%




MOVE training

Register for Q2 MOVE training in your city.

Training sessions will be held in Brisbane, Melbourne, and Sydney between 13 June – 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.

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