Outdoor Industry Unites To Present First-Ever Out Fronts

Outdoor Industry Unites To Present First-Ever Out Fronts
B&T Magazine
Edited by B&T Magazine



The suite of new tools set to make out of home (OOH) advertising easier to plan, buy and measure, took centre stage at the Outdoor Media Association’s (OMA) first-ever Out-Front Webcast.

A bunch of exciting new initiatives were announced at a virtual OUT-FRONT event today hosted by OMA and MOVE CEO Charmaine Moldrich and general manager of the OMA and MOVE Kylie Green.

The event featured discussions with the industry’s best and brightest, including data and insights director for oOh!media, Tara Coverdale and managing partner of Avenue C and OFC Chair, Pia Coyle.

The inaugural industry showcase launched initiatives that will be available for agencies and clients from January 2022. This includes an update to MOVE (Measurement of Outdoor Visibility and Exposure) which will now measure digital screens.

Included in MOVE 1.5 is a new qualitative measure based on neuroscience, the neuro impact factor, giving buyers an insight into the impact of their campaigns, weighted by the audience, for both classic and digital signs.

Adding to the new measurement tools is a standardisation document, which sees the industry unite on terminology, geography, screen ratios, insertion orders, as well as a shift to selling the channel using Share of Time as the common currency.

Share of Time is the percentage share of display time received out of the total display time over a defined and agreed buying period, including other advertisers’ content, programmatic and other commercial arrangements.

Crucially, agencies and advertisers will now be able to use Share of Time when planning their campaigns, making it easier to buy by location and environment to meet their desired campaign objectives.

And in a media channel first, the Outdoor industry announced it is moving toward carbon neutrality in 2022. The industry will calculate the carbon output of OOH campaigns and give advertisers the chance to offset and reduce the carbon impact of their media spend.

Charmaine Moldrich, CEO of OMA, said: “With more and more people back out and about as restrictions ease this summer, advertisers need to be in the right places and spaces to connect with audiences.

“Not only have we made it easier to buy and measure audiences, but we are also providing a measure showing the impact our signs have on audiences.

“Giving advertisers the opportunity to get their messages to the nine in 10 Australians our signs reach each day. What’s more, over the next year we will be working to make Outdoor more sustainable by offering advertisers the choice to offset the carbon footprint of their campaigns.”

The new digital measurement metric provides reach and frequency scores for digital signs based on the average audience dwelling by the environment, by ad play length, and by Share of Time bought.

Pia Coyle, Avenue C, managing partner and Chair of the Outdoor Futures Council (OFC), said: “Clients and agencies always want as much data as we can possibly get our hands-on. And so, while waiting for MOVE 2.0, we really wanted to be able to measure digital signs, and MOVE 1.5 does that for us.

“We’re excited to get into the new platform and see how audiences properly move around and what Share of Time is going to do to that audience so that we can start to understand better metrics to buy and measure digital signage. It’s a great addition.”

Moldrich, added: “MOVE 1.5 will give buyers more accurate reach and frequency scores for their campaigns, as well as opening a new dimension to audience measurement by scoring the impact of their campaigns on the people who see them.

“Industry standardisation will only supercharge these new tools because as we make Outdoor easier to transact, we are setting the industry up for future developments in programmatic and automation.

National head of investment for MediaCom, Nick Thomas, said: “It has been a huge amount of work and it’s taken an amazing amount of collaboration from all the partners including the OMA, our clients, and the Outdoor Futures Council.

“We’re not just representing the agency, we’re representing the client’s voice too, and when I think about the work we’ve done in the standardisation space, it’s a massive leap forward for the category and something we should be really proud of in the industry.”




Latest News

Amazon Prime Secures Rights To Next Cricket World Cup
  • Media

Amazon Prime Secures Rights To Next Cricket World Cup

In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]

oOh!media Unveils 51 New Large Format Sites This Year
  • Advertising

oOh!media Unveils 51 New Large Format Sites This Year

oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]

Seven Uses Gen AI to Push Tech Boundaries With Ignite
  • Media

Seven Uses Gen AI to Push Tech Boundaries With Ignite

The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]

Australian Agency Engaging.io Slam Dunks With Texas NBA Team
  • Marketing

Australian Agency Engaging.io Slam Dunks With Texas NBA Team

Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth
  • Media

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth

Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]

Revolution360 Parent Venetian Media Group Acquires Digital Native
  • Technology

Revolution360 Parent Venetian Media Group Acquires Digital Native

Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan.  Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats
  • Campaigns

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats

One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]