Australia’s entire out-of-home advertising network will be digitised within five years, it has been claimed.
Michael Scruby, founder of OOH platform Site Tour, believes the next five years will see unprecedented change for the industry.
He told B&T: “In three to five years’ time, the whole market is going to be online and location-based.
“Online – through your tablet or personal device – that’s how your TV and press will be consumed. And location-based, which will be either cinema or out-of-home. And within five years, out-of-home will be all digital.
“Digital is going berserk and the cost of digital is coming down. If you can buy a screen by the minute or by the hour, that’s where it gets super-interesting. It’s the convergence of online and out-of-home.”
Site Tour, a technology platform that sits between the OOH buyer and seller, was founded by Scruby (pictured) in 2011 and has just surpassed the $1 million funding mark.
The platform features photos, maps, Google Street View and audience data for more than 80,000 billboards in Australia. It’s a one-stop platform for all of Australia’s outdoor vendors and media agencies – and every single one is using it.
Site Tour averages about 300 sessions in a week and makes its money on a pay-per-search basis.
Scruby, who worked in the OOH industry for 10 years including a year at Clear Channel Communications in the UK, said: “Site Tour was designed to bring some efficiency into the buying of out-of-home. Previously, there were people in Sydney buying billboards in places they had never seen and would never see. Geography makes every billboard different.
“The data on Site Tour reduces the commoditisation of the industry. It’s still a direct transaction between buyer and seller, but Site Tour saves time and is far more precise for the buyer.”
He describes the platform as “the eBay of outdoor advertising”.
Some of the biggest names in Australian business, including Ted Pretty and Jamie Olsen, have invested in Site Tour.
The latest boost in funding will enable Scruby and his team of 10 staff to continue developing the Site Tour software.
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]