The year in outdoor
The past year has been one of consolidation and digital change, but also a year that gave the out-of-home sector plenty to shout about.
December 2011 provided a taste of what was to come, when Ooh!Media was bought out by Champ Private Equity. This was swiftly followed by APN News and Media divesting 50% of its interest in APN Outdoor to Quadrant Private Equity, and Ten Network Holdings looking to offload its outdoor business, Eye Corp.
After an initial offer of $140m from Champ Private Equity (which controls Outdoor Media Operations) for Eye Corp was withdrawn in October, Ten’s outdoor business sold to OMO in November for $113m.
The sector had a strong year. Out-of-home advertising revenue grew from $229m to $235m year-on-year to June – a 3% growth, according to a report by the Commercial Economic Advisory Service of Australia. The second quarter of 2012 saw out-of-home post its 10th consecutive quarter of growth.
The out-of-home audience grew too – by 13% in the 12 months to September, according to the sector’s audience measurement system MOVE. It showed that the total daily contacts with out-of-home advertising grew from 299 million in 2011 to 338 million this year.
2012 has also seen technology gain more of a footing in the outdoor sector, with advances such as QR codes, touch screens and augmented reality playing bigger roles.
Other highlights for the year in outdoor included the appointment of former UM Melbourne managing director Wendy Gower as client marketing director at APN Outdoor in August. In November, APN also lured former Eye Corp global marketing director Janine Wood back to the out-of-home space from her current role at InLink, appointing her as general manager of marketing. APN’s head of marketing, Paul McBeth, quit the company in July.
Australia’s largest outdoor advertising contract – for the NSW State Transit Authority Bus Fleet – was retained by APN Outdoor in July. APN beat competitors Moove Media, Bus Advertising Media and Ooh!Media Digital to retain the 2,000-bus contract. APN also won exclusive contracts with the South Australian Government Bus Fleet and the Brisbane City Council Bus Fleet this year.
In August, Aegis lifted the lid on its out-of-home business, Posterscope, with former Mitchell & Partners general manager Joe Copley heading up the new operation.
Ogilvy & Mather and Clemenger BBDO Sydney were among the creative agencies to be awarded for their outdoor work. ‘Share a Coke’ won a gold Cannes Lion for Ogilvy & Mather, while ‘Aus to US’ for Virgin Australia picked up a gold Lion for Clemenger BBDO Sydney.
In November, Val Morgan announced its plans to have the biggest digital out-of-home network in Australia after it bought out Pump TV. Pump TV already has 800 panels across 100 service stations in Australia and will be rolled into Val Morgan’s network of retail media – with plans to expand the network to 2,000 screens.
2013 is looking bright for the outdoor sector too. Richard Herring, APN Outdoor CEO and chairman of the Outdoor Media Association, said: “With the fragmentation of media that’s happening all around, out-of-home is almost in a bubble. Our audience is growing – there are more pedestrians in the streets and more cars on the roads. Add t that the fact that we are progressing in our forms of delivering out-of-home and there are some really positive insights going forward.”
With a forecast compound annual growth rate from PwC of 4.8% to 2016, out-of-home is on a roll.
Charmaine Moldrich, CEO, Outdoor Media Association
"The Out-of-Home (OOH) industry in Australia continues to experience terrific growth at a time when other traditional media are seeing a decrease in audience and market share.
Strong growth of 6.5% in the third quarter resulted in OOH posting its eleventh consecutive quarter of growth. The industry also recorded overall growth of 4% year-to-date.
OOH’s ability to keep growing in a volatile media landscape is testament to its strength and relevance in today’s society and proof of its staying power.
US technology company Cisco has predicted that there will be more than 10 billion mobile connected devices by 2016 – more than the estimated global population of
7.3 billion. Add to this the Morgan Stanley prediction that worldwide mobile devices will have overtaken PCs as the most commonly used method of web access by 2013 and it’s clear where our future is headed.
So it’s no surprise we are seeing the rapid trend of OOH campaigns that use mobile technologies to engage consumers. A new product can now be launched by creating a virtual product immersion experience. Street furniture can be transformed to offer instant retail transactions via Near Field Communication. Sound and video can be embedded to deliver rich content. Free product trials can be offered at the tap of a phone or the push of a button. Consumers can play a game or pair their portable device with creative to upload their own content and data. This pattern of consumer engagement is set to boom in OOH in 2013.
OOH has always been the purist creative showcase and new technology only furthers its creative potential. As such, we have been working behind-the-scenes on some exciting new forums for celebrating and interrogating strong creative design. OOH is the ultimate creative stage and this will be a key focus of ours in 2013.
In September, the OOH industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure) launched the results of its 2012 data update which showed a 13% increase in total daily contacts in the system to 338 million contacts up from 299 million in 2011. This was the result of an increase in available inventory within the market, as well as a methodology update to the transit model which now allows for the measurement of people waiting for buses.
Updating MOVE annually is our commitment to providing the highest quality system to all users by maintaining the accuracy of data published and ensuring MOVE remains world class. To this end, the next full update of MOVE is scheduled for release in March 2013 and will incorporate the latest Australian Bureau of Statistic (ABS) Census 2011 information, transport and other infrastructure changes.
Thanks to MOVE we are gaining insights into our audiences, their behaviours and the growing Return on Investment (ROI) for brands that OOH provides. These new insights will be used in 2013 to further engage audiences and give advertisers even more reason to add OOH to their media mix.
In response to two parliamentary Inquiries in 2011 into regulation and classification of OOH advertising content, the industry has spent much of 2012 working on strengthening the self-regulatory system and working to reduce the number of upheld complaints to the Advertising Standards Board (ASB). The OMA has put in place new initiatives to assist members to this end, including a Content Review Policy, Content training and a concept advisory service. Since the introduction of these initiatives there has been a reduction of over 50% in upheld complaints since 2010.
In 2013 we look to further develop these initiatives in keeping with changing community attitudes. While we have successfully reduced the number of complaints about sex, sexuality and nudity we will need to shift focus to the more prevailing community concerns with regards to content reflecting health and safety, language and violence.
As a broadcast medium that reaches massive audiences we are committed to making a meaningful contribution to the economy and the community.
We donated media space valued in excess of $2M to two important national campaigns including the Wall of Hands (WOH) Indigenous Literacy Appeal, which raises funds to develop literacy education programs to remote Indigenous communities, as well as the National Missing Persons Week (NMPW) to help raise awareness of the issues and impacts associated with missing people.
Our commitment to these sponsorships will continue throughout 2013.
Since 2002 the OOH industry has grown a massive 91%, which proves the power of the medium to return solid Return on Investment (ROI) to clients. Half yearly results from Nielsen also reinforce OOH’s strength and steadiness with most of the top ten OOH advertisers remaining the same year-on-year.
We will continue to remain at the competitive forefront next year by thoroughly understanding our audiences and adapting to change. We remain a highly cost effective media option that delivers mass audiences. Our assets are increasingly relevant in today's changing media landscape as we continue to develop exciting digital interfaces. We will continue to develop the highly successful MOVE audience measurement system to assist in delivering outstanding results to clients.
The OOH industry continues to deliver robust results and we look forward to exciting times ahead in 2013."
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.