Collaborate Or Lose The Advantage: How To Secure Australia’s OOH Future
In this guest post, Bryan Magee (pictured below), national managing director at Posterscope Australia, warns that the local out-of-home (OOH) industry could be about to make one of the biggest errors of all time unless it increases its collaborative efforts.
It’s been a busy time in the world of out of OOH. Australia’s industry has witnessed two of the biggest media transactions ever to take place – in the same week, no less. Totalling almost $2 billion, the proposed acquisitions by JCDecaux of APN Outdoor and oOh!media of Adshel demonstrate that the OOH industry locally is in fine health with plenty of reasons for optimism.
Last month, I was lucky enough to attend FEPE, the annual global OOH conference attended by delegates from 40 markets. I left the conference with a similar optimism around what a great opportunity the OOH industry has, particularly in Australia, where we are leading the world in many areas.
However, we are also facing some significant challenges where unless we collaborate more as an industry, we risk losing the advantage.
If we are to maintain the growth that exists in a market that is delivering modest overall growth, then OOH needs to compete better with TV and digital. Dentsu Aegis Network’s annual ad spend report estimates year-on-year growth of seven per cent for OOH, with SMI reporting 15 per cent growth in the January to May period this year. To be successful, we need to overcome three main issues: deliver digital OOH measurement (quickly), make buying easier through automation, and deliver independent third-party verification of campaign delivery.
Globally, everyone is facing the same challenges, and the frightening thing is that both buy and sell sides – agencies and suppliers – are investing vast budgets that are trying to solve the same problems. The issue is that they could be building technology solutions that may not be compatible with each other.
As an industry, we frequently comment on how we could learn from the mistakes made by online advertising, but we could be about to make one of the biggest errors of all time unless advertisers, agencies and OOH suppliers collaborate more, and at greater speed.
The OOH industry is blessed with passionate and visionary leaders supported by the Outdoor Media Association (OMA).
We have engaged clients who believe in the power of outdoor advertising, and an audience that is growing each year (1.7 per cent in 2017, according to the ABS), yet we can’t come together quickly enough to solve these difficult but essential challenges. These are problems that when fixed, will not only help clients, but also protect and drive revenue growth.
Data and measurement are key challenges for the global OOH industry. In markets such as the US & the UK, their OOH audience measurement equivalents (Geopath and Route) are jointly funded by both buy and sell side, which gives everyone a say, plus access to the data. This doesn’t happen in Australia. This isn’t undervaluing the great work that the OMA has done and continues to deliver. I’m simply suggesting that more hands (along with investment) could help drive faster change, with a more favourable outcome that benefits all.
In the UK, buyers and sellers have also agreed on a common set of standards (IAB OpenDirect Standards have been adapted for OOH) for industry data entry and extraction, which makes building individual planning and automation solutions possible, as the site and billing data is standardised, saving hundreds of hours and millions of pounds of development work.
As a specialist in OOH media, Posterscope and our agency peers all need to play an active role in setting the agenda with our colleagues from the sales side. We have the talent and enthusiasm to collaborate for the good of our clients and to keep driving our great channel forward.
Please login with linkedin to comment
Bryan Magee Collaboration OOH OOH industry Out Of Home Posterscope Posterscope AustraliaLatest News
Peak Season? Let’s Talk Peak Performance
With this year’s Black Friday sales now just days away, Kristen Cornale, Co-founder and Strategic Director at UnDigital, gives her advice on how to get the most from your Black Friday sale. It’s no secret that online shopping has become more and more prominent over the last few years. With the introduction of Click Frenzy […]
Indie Agency Paykel Media Snares Dan Hojnik For Strategy & Planning Role
Independent media agency Paykel Media has announced the appointment of Dan Hojnik to the new role of head of strategy and planning. Hojnik will start at Paykel Media on 4 January. Based in Melbourne, he will report to Sarah Keith, who joined Paykel Media as national managing director in early November, based in Sydney. Hojnikwas […]
GroupM Agencies Dominate Global New Business Media Wins For Q1-Q3
According to the latest global media agency study New Business Barometer for Q1-Q3 2020 published by COMvergence, Wavemaker came out as the top global media agency in new business results with total new business value of $US1.1 billion (including $US370M of retentions) during the first nine months of 2020. This is largely due to strong […]
Six Ways To Supercharge Your Service Standards & Value
Mark Carter (main photo) is an international keynote speaker, trainer and coach. He has over 20 years’ experience as a global learning and development professional and author of the book Add Value. In this guest post, Carter offers easy tips to adding a value proposition to your customer service… Adding value via service is a […]
ACTIV Brand Management Strikes New Partnership With Nine’s The Block
Melbourne-based, boutique activations and brand experience company, ACTIV Brand Management, has secured a new partnership with Nine The Block, which saw them deliver a series of sensory brand experiences to support the show’s sponsorship engagement and virtual events calendar. In response to the changing events landscape, the team at ACTIV recently launched Brand Box, a […]
VERSA Expands Into India
World-leading conversational AI agency VERSA has announced its expansion into India, capitalising on demand for specialised conversational strategy and design in a market with a population of more than 1.3 billion people, and an installed base of nearly a billion mobile phones. VERSA India will be a 50/50 joint venture between VERSA (Headquartered in Melbourne, […]
Alive – Pioneering The Transition From Live Events To Meet The Demand Of Virtual For The Last 10 Years
Alive are celebrating 10 years! Leaders in creative event production, and the launch of ‘Alive TV’ showcases the revolutionary concepts created for clients during this challenging year; such as the most recent virtual success stories with clients such as Luxoticca Brickworks and The International Rose Garden Festival. Alive Events have pioneered the virtual space for […]
Study: 68% Of Aussies Don’t Want Their Health Data Used For Marketing
B&T's editor is happy marketers use his health data and welcomes ads from Anusol, De-Gas and Canestan Anti-Fungal.
Adobe: Gen Z Believes It Is Australia’s Most Creative Generation
Apparently all the technology invented by the Boomers and the Xers have given the Zs delusions of grandeur.
The Ultimate Shoey! Iconic Aussie Brands VB & Volley Partner To Launch Must-Have Shoe Of Summer
The vegan, lactose-free tofu sausage aside, the must-have at any hipster BBQ this summer has to be the VB Volley.
Thinksmart Marketing Executes Campaign From Hot Air Balloon
Integrated B2B marketing agency Thinksmart Marketing (TSM) has managed to execute a campaign from 3,000ft up in a hot air balloon. NICE inContact, approached TSM earlier this year to build preference, drive demand and generate strong leads for the brand across ANZ, with a campaign focusing on showcasing the capabilities and agility of its global-leading […]
Study: 74% Of Aussies Believe Brands Lie In Their Marketing Communications
B&T doesn't tolerate lying in any form except when it comes to our weight, our Tinder profile & our annual tax return.
AppsFlyer Opens Sydney Office Amid Expected Surge In Mobile Marketing Spend
Global attribution and marketing analytics company AppsFlyer has expanded into Australia and New Zealand, with the official opening of its first office in Sydney. It marks the opening of the company’s 19th office worldwide, with AppsFlyer hoping to “support the region’s rapidly growing local app economy”. The company said it plans capitalise on ANZ’s mobile […]
Bushfire Survivors Tell Their Stories In Latest South Australian Country Fire Service Campaign Via Nation
The stories of Black Summer have the power to change the way we all prepare and plan for bushfires.
Carrie & Tommy To Return To Hit Network’s National Drive In 2021
Carrie Bickmore returns to the Hit Network's drive show. Thankful not to have to suffer Waleed for a few hours.
“More ABC Funding Cuts?”: Triple J & Radio National Suffer Horrendous Broadcast Malfunction
triple J listeners subjected to distorted, whiny noise following breakdown. Confused it for Lime Cordiale's new album.
Are We Ready For The Future Customer?
All B&T will say on the "future customer" is we hope they're less "Karen from Bunnings" or Woolies' aisle Fight Club.
Why The Marketing Industry Needs Skills-Based Training
Calls today for better skills-based training for marketers. Although that doesn't include Reiki or cupcake decorating.
Creative Directors Toby Moore And Luke Thompson Join Special Group Australia
It's been a mega week for Special Group - B&T's Agency Of The Year, new appointments & a new seal on the dishwasher.
Global Ad Spends Drop 6.8% in 2020, But Set For A 5.9% Rebound In 2021
After biding our time for two decades, B&T's managed to dust-off our favourite Sydney 2000 trampolining photo for this.
Torrens University Announces Removal Of ATAR Requirement, In Campaign Via VCCP Sydney
In good news for the dim, thick and illiterate, Torrens University announces abolition of the ATAR requirement.
Akcelo Appointed By VentureCrowd For Marketing Transformation Program
Brand experience and innovation company Akcelo has been appointed by equity crowdfunding platform VentureCrowd to lead its marketing transformation plans. Akcelo will drive VentureCrowd’s customer strategy, acquisition and nurturing programs as part of the transformation program, including the Salesforce Marketing Cloud integration to its business ecosystem. VentureCrowd is a digital investment platform which gives investors […]
Earth Funerals Reveals New Brand Identity And Digital Platform Via VMLY&R Melbourne
Admittedly, it's been deathly quiet on the funeral news front of late at B&T, but we've done some digging here.
The PR Hub Announces New Hires & Client Wins
Public Relations agency The PR Hub is expanding its team, announcing the hire of two senior account managers, Olivia Jarman and Trudy Scott. The hires will support growth in the business with the agency experiencing an increase in demand for B2B and B2C communications and personal branding services across a broad range of technology driven […]
Mondelez International Appoints Publicis Groupe & Sorrell’s MediaMonks To Handle Its Global Production Operations
Sir Martin greedily dunking a Mondelez Oero in his Twinings English Breakfast this morning as S4 chalks up another win.
Food Corp Launches Shoppable Media Platform And Autumn/Winter 2021 Trends
It's a Autumn/Winter 2021 food trends report which will make grim reading for lovers of the cheese & pineapple hedgehog.
Tuesday TV Wrap: Gruelling SAS Finale Sees Just 3 Celebs Pass The Final Test
In news that will comes as a shock to absolutely nobody, Schapelle "Hoochie Cooch" Corby did not win SAS Australia.
Commercial Broadcasters Invested $61 Million In Aussies Dramas In 2019/20: Screen Australia Report
Despite this headline boasting a bit of bragging & hubris, it kinda feels like there's some whingeing in there too.
French Fashion House YSL Launches Intimate Partner Violence Campaign
Here's a top domestic violence campaign from French luxury brand YSL. Even better, it's in English, too.
“The Reason News Businesses Are Making Less Revenue Is Not Because Google Exists”: ‘Father Of The Internet’ Slams ACCC Code
Vint Cerf is regarded as the "father of the internet" but stresses the claim hasn't helped him in the ladies department.
