Australia’s two biggest out of home providers, oOh! Media and APN, are set to renew their bid to merge despite concerns by the Australian Competition and Consumer Commission (ACCC) that the new company would reduce competition, force out smaller players and increase prices for agencies and advertisers.
The two players announced plans to merge in December 2016, however, 10 days ago the ACCC issued a statement expressing concerns the marriage of the industry’s two biggest players would create something approaching a monopoly and dramatically reduce competition in the sector.
Other outdoor players have complained to the ACCC if the merger was to go ahead then the new company would have a stranglehold over lucrative sites in Sydney, Melbourne and the airports that are so highly-prized by OOH providers.
“The ACCC’s preliminary view is that the merger is likely to substantially lessen competition in the out-of-home advertising market. The loss of competition could result in increased prices for advertisers, or lower levels of service, quality, or innovation,” the statement said.
The ACCC is due to make its final decision on the merger on July 6.
However, The Australian Financial Review is today reporting the two companies are to renew their bid to merge arguing when compared to say digital or TV ad spends, OOH is still makes up a very small per cent of overall spends.
The AFR is reporting that oOh!’s and APN’s renewed bid “will centre around data which shows out-of-home’s overall share of Australia’s $12 billion advertising market is 5.7 per cent – up from 4.2 per cent in 2009.”
It added: “However, the key point the pair will make is online’s portion of the overall advertising pie grew from 38.3 per cent in 2015 to 44.4 per cent in 2016 – or an additional 6.1 per cent of the advertising pie in Australia, greater than out-of-home’s entire share.”
WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]
Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]
It's your Women In Media picture gallery! The perfect way to have a bludge while pretending to do actual work.
Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]
The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]
Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]
MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]