The year in outdoor

The year in outdoor
SHARE
THIS



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After an initial offer of $140m from Champ Private Equity (which controls Outdoor Media Operations) for Eye Corp was withdrawn in October, Ten’s outdoor business sold to OMO in November for $113m.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

World Federation Of Advertisers Issues Online Data Transparency Manifesto
  • Advertising

World Federation Of Advertisers Issues Online Data Transparency Manifesto

The World Federation of Advertisers (WFA) has urged the online advertising industry to embrace a fundamental shift towards an ecosystem built on trust, control and respect for people’s data. The global industry organisation has issued a manifesto for online data transparency, highlighting the need to get it right when it comes to people’s data. “Globally, […]

by B&T Magazine

B&T Magazine
APN Taps Ten’s Neil Shoebridge For In-House Communications
  • Media

APN Taps Ten’s Neil Shoebridge For In-House Communications

Ten’s departing director of corporate and public communications Neil Shoebridge (Pictured) will be moving to APN Outdoor in May. The move was confirmed by APN this morning, announcing the newly formed communications agency Shoebridge Media Group will operate as APN Outdoor’s in-house communications unit three days a week. Speaking on the move, APN Outdoor CEO […]

TBWA\Melbourne Showcases What It Takes To Be A ‘SOLO Man’ In 2018 With New Campaign
  • Advertising
  • Campaigns

TBWA\Melbourne Showcases What It Takes To Be A ‘SOLO Man’ In 2018 With New Campaign

Iconic Australian soft drink brand SOLO has launched its first brand campaign in two years. The campaign, developed by TBWA\Melbourne and Carat, showcases how modern men get their thirst. The much-loved Australian brand became famous for its 70s and 80s advertising where the now iconic SOLO Man tackled extreme activities in order to work up […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

GQ Australia Announces Gentlemen’s Ball To Celebrate 20 Year Anniversary
  • Marketing
  • Media

GQ Australia Announces Gentlemen’s Ball To Celebrate 20 Year Anniversary

News Prestige Network’s editorial director of GQ Australia, Vogue Australia and Vogue Living Edwina McCann today announced the inaugural GQ Gentlemen’s Ball launching as part of GQ Australia’s 20th anniversary celebrations. Presented in partnership with Penfolds Max’s, the event will be held at The Ormond Collective in Melbourne on Saturday 28 April. McCann said: “GQ […]

Grapeshot Serves Up ‘Compliance Cocktails’ To Ready Industry For GDPR
  • Advertising

Grapeshot Serves Up ‘Compliance Cocktails’ To Ready Industry For GDPR

The introduction of General Data Protection Regulation (GDPR) has been shaking up the industry with its specific requirements around how businesses collect, use and store consumer data. Just one month before GDPR takes effect, the global contextual intelligence company Grapeshot hosted a series of GDPR roadshows including ‘Beat the Breach’ breakfast sessions in Melbourne and Brisbane […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

Medibank Evolves ‘What Is Better’ Brand Platform With Fresh Campaign
  • Advertising
  • Campaigns
  • Marketing

Medibank Evolves ‘What Is Better’ Brand Platform With Fresh Campaign

Insurance firm Medibank has unveiled the evolution of its ‘What is Better’ brand platform, as it continues to challenge what ‘better’ means when it comes to health. The latest campaign goes live today in line with the announcement of Medibank at Home – a program which seeks to improve members’ quality of life by providing […]

Infographic: 10 Marketing Lessons From Apple
  • Marketing

Infographic: 10 Marketing Lessons From Apple

There’s no doubt that Apple is among the best companies in the world when it comes to marketing its products and services – and has been for some time. Well, the peeps at The Website Group have kindly put together a handy infographic so you can learn just how Apple has marketed itself to become […]

by B&T Magazine

B&T Magazine
The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Gleam Futures’ Guillaume Deront (pictured below). Here, she argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term collaborative relationships. Australia punches above […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online
  • Opinion

Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign
  • Advertising
  • Campaigns

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign

At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp has unveiled a new creative platform focused on making the complex simple. In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Finalists (And Host) Announced For Siren Awards 2018
  • Media

Finalists (And Host) Announced For Siren Awards 2018

Finalists for the best radio ad for 2018 have been announced, with 10 of Australia’s leading agencies from Sydney, Melbourne and Perth competing for the coveted Gold Siren. The finalists include The Monkeys, Clemenger BBDO, Marketforce, J. Walter Thompson, Ogilvy, BMF, McCann, YR, Fenton Stephens, and The Brand Agency. One half of last year’s winning […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]