Outdoor Media Association To Build Automated Transaction Platform
The Outdoor Media Association (OMA) is calling for expressions of interest to build an Automated Transaction Platform (ATP) that will create a one-stop hub for the buying and selling of OOH in Australia across all formats.
Establishing an industry-wide platform is a world-first for the OOH industry and the first time any representative media organisation has united to develop a single source transaction system. The industry joined together over five years ago to launch its audience measurement system, MOVE, again the first of its kind in the Australian market.
“Five years on from MOVE we wanted to build on our success, and in listening to our clients: media agencies and advertisers, we believe automation is the next obvious step. This transaction platform will not just amalgamate the industry, it will make it easier for agencies and clients to buy outdoor media in Australia,” said the CEO of the OMA, Charmaine Moldrich.
The OMA is seeking expressions of interest from individual organisations, or consortiums, which specialise in software development, specifically those that can develop a portal hub to amalgamate the various OOH formats under one transaction platform. The platform should be accessible via a mapping interface and have the ability to pull various data sources, including consumer and geodata. It is envisaged that the platform will have four components, and those interested in tendering can bid for the entire transaction platform, or one or more of the four components.
Phase one will concentrate on automating the current processes including the integration of industry formats and inventory; selling and buying; as well a post analysis and billing. Phase one is expected to be in market in 2016.
Future expectations for subsequent roll outs of the ATP will include programmatic trading.
“The outdoor industry is the only traditional media channel experiencing record growth, and our audiences continue to grow. We know that each day nine out of 10 Australians leave home, and as a consequence of our growing audiences we are seeing OOH on more media plans. OOH revenue has grown 26 per cent in the last five years and technology makes our once static channel dynamic. It is our intention to capitalise on this growth and invest in making it easier to brief, plan and buy our signs across the full array of outdoor formats nationally,” added Moldrich.
Steve O’Connor, OMA Chairman and CEO of JCDecaux, said a key factor in the decision to create an industry-wide platform was to take ownership of the sales proposition and the data. “It’s imperative that we continue to build on our success by taking the lead in developing our own automated transactional platform, to ensure our future growth and evolve the way we work with advertisers.”
According to Grant Guesdon, general manager MOVE and chief architect for the ATP, the platform will be super-charged through integration of MOVE data and third party geodata, including the ability for users to load their own proprietary consumer geodata.
“The ultimate goal is to create a pan-industry system that’s user friendly, incorporates geographical information and is also set up for automated trading, including programmatic, in the near future,” he said.
Major industry bodies, including the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA) reportedly support the project.
“One of the core pillars of the MFA is to determine more effective and efficient ways of working for our industry,” said Sophie Madden, CEO of the MFA. “We support the OMA undertaking such a significant project in order to make the outdoor medium easier for our members to transact with and look forward to seeing how this new platform develops.”
“Developing the world’s first Outdoor Automated Transaction Platform is an exciting and significant leap forward for the OOH industry,” said Peter Horgan, CEO OMD. “Up to and including MOVE, the Industry User Group has been a force of collaboration. We are pleased to see the OMA embrace automation as a priority and we believe there is a need to make buying and selling media more efficient for our clients. I congratulate the industry in taking on this challenge, one which I know will reap benefits [for] all parties involved with the outdoor industry.”
Victor Corones, MD of MAGNAGLOBAL added: “With outdoor formats evolving at pace, a system like this will enable buyers to maximise the creativity and reach of the medium like never before. We’re looking forward to seeing this product roll out over the next year.”
OOH is the second fastest growing media in Australia and OMA members represent 90 per cent of the OOH industry accounting for $602.1 million in advertising revenue in 2014.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.