Annual Report 2010 - Outdoor Media Association

Annual Report 2010 

Outdoor Media Association 

Suite 504, 80 William Street 

East Sydney NSW 2011 

T 02 9357 9900 

F 02 8356 9500 

E info@oma.org.au 

www.oma.org.au 

This is printed on 100% recycled stock to support our commitment to the environment.

Publisher 


ISSN – 1839-0315 (Print) 

ISSN – 1839-0323 (Online) 

Contact 


Suite 504, 80 William Street 

East Sydney NSW 2011 

T 02 9357 9900 

F 02 8356 9500 

E info@oma.org.au 

www.oma.org.au 

Availability 

This annual report has been designed 

for accessible online use and 

distribution. 

A limited number of copies have been 

printed for industry distribution. 

This report is available at 

www.oma.org.au/annual-reports. 

Information about the Outdoor Media 

Association and membership services 

can be found at www.oma.org.au. 

All photographs © Outdoor Media Association 

and its members. 

TABLE OF CONTENTS 

ABOUT THE Outdoor media association 4 

Message from the Chairman 6 

Message from the CEO 8 

Board of Directors 10 

Committees 13 

Team 17 

Organisational Structure 18 

MEMBERSHIP 20 

Members 22 

THE COMMUNITY 25 

Joint industry sponsorships 26 

Industry Community Sponsorships 30 

Partnerships and Donations 32 

ENVIRONMENT AND SUSTAINABILITY 34 

AUDIENCE MEASUREMENT SYSTEM – MOVE 36 

MARKETING 40 

Regulation of OUT-OF-HOME 42 

INDUSTRY PERFORMANCE 44 

TOP ADVERTISERS 46 

INDUSTRY BENCHMARK 48 

APPENDICES 50 

3

ABOUT THE OUTDOOR MEDIA ASSOCIATION 

"Our mission is 

to build a more 

sustainable industry 

for our members" 

The Outdoor Media Association (OMA) 

is the peak national industry body 

representing 97% of Australia’s 

Out-of-Home (OOH) media display 

companies and production facilities, and 

some media display asset owners. See 

Appendix 1 for the OMA Members 

Company Descriptions. 

Prior to July 2005, the OMA traded as 

the Outdoor Advertising Association of 

Australia (OAAA), which commenced 

operations in 1939. 

The OMA is governed by a Board 

of Directors that is elected by the 

membership and consists of seven people 

OOH media display Members advertise 

third-party* products across all categories 

in the OOH sector including: on buses, 

trams, taxis, pedestrian bridges, billboards 

and free-standing advertisement panels; 

on street furniture (eg bus/tram shelters, 

public toilets, bicycle stations, telephone 

booths, kiosks); and in bus stations, railway 

stations, shopping centres, universities and 

airport precincts. 

OOH advertising is a medium that reaches 

almost every member of the community 

when they are travelling outside their 

home and is seen at any time of the day 

or night, unable to be turned off, fastforwarded, 

put aside or be left unopened. 

Members of the OMA adhere to an 

industry Code of Ethics to ensure they 

operate their businesses responsibly in the 

environment and abide by the regulatory 

frameworks of the industry. See Appendix 

2 for the OMA’s Code of Ethics. 

Mission 

To build a more sustainable industry for 

our members. 

Charter 

To serve our members by promoting the 

industry and developing constructive 

relations with primary stakeholders. 

Core Functions 

- Audience Measurement 

- Marketing and Research 

- Revenue Reporting 

- Government Relations and Regulatory Affairs 

- Community and Environmental Sustainability 

- Media Relations 

- Member Services 

Core Values 

Respect – we will actively listen to and 

respect our stakeholders’ views so that 

we may act collaboratively in responding 

to their needs. 

Integrity – we will promote the highest 

professional standards, ensuring we have 

the necessary skills and resources to perform 

our duties responsibly and effectively. 

Leadership – we will show leadership 

through our work and attitudes by always 

acting ethically and in the best interests 

of our organisation and stakeholders. 

Teamwork – we will value and support 

each other and acknowledge the 

contribution of each team member through 

constructive feedback. 

Transparency – we will be fully accountable 

and transparent in exercising our duties. 

*Advertising in which the advertisement is not associated with 

the premises or vehicle on which it is displayed. That is, a land 

or asset owner allows an outdoor media display company to 

display an advertisement for a third-party product. 

4 

55

Message from the Chairman, Steve McCarthy 

Thriving together 

What a stellar year 2010 was for the 

OOH industry in Australia. I would like to 

congratulate and thank the OMA team, 

members and stakeholders for all that we 

collectively achieved in 2010. 

In looking back on the year, it is pleasing 

to see not only how well the industry 

performed financially, but also its proven 

ability to successfully collaborate on a 

variety of initiatives. We launched our new 

audience measurement system, MOVE 

(Measurement of Outdoor Visibility 

and Exposure), released impressive 

new econometric research, OUTSMART, 

celebrated all things creative, with The 

Outdoor Awards and participated in a variety 

of commendable community sponsorships. 

Firstly, in February, after 5 years and a 

$10 million investment we launched 

MOVE, the first industry-wide audience 

measurement system for OOH in Australia. 

The response from the industry has 

been hugely positive and MOVE has 

been embraced by the media buyers and 

advertisers. 

In September the industry launched a 

major econometric research project, 

OUTSMART, which proved OOH’s ability to 

deliver outstanding Return on Investment 

(ROI). This independent study carried 

out by BrandScience was the next logical 

step following the launch of MOVE. 

While MOVE provides advertisers with 

the accountability and transparency they 

seek on audience reach and frequency, 

OUTSMART goes a step further and looks 

at how OOH delivers ROI to the advertiser. 

We also hosted the second annual Outdoor 

Awards in September. The awards help 

us engage with the creative community 

and showcase the best in Australian OOH 

creativity. In only its second year we were 

delighted to receive over 200 entries from 

more than 50 advertising agencies from 

around Australia. Best of Show in 2010 

went to Sydney-based advertising agency 

Jack Watts Currie (JWC) for its Australian 

Red Cross campaign. 

OMA members collectively supported many 

public service campaigns throughout the 

year with generous contributions totalling 

more than $12 million. Joint Industry 

campaigns included the NSW Police 

Department’s Missing Persons Week, the 

Football Federation of Australia’s ’Come 

Play!’ campaign to help bring the World 

Cup to Australia in 2022, and, of course 

our major sponsorship of The Big Issue. 

The OMA also facilitated the delivery of 

over 51 pallets of advertising skins donated 

by members to the Overseas Disaster 

Resources Organisation and the Victorian 

Bushfire Recovery. 

Following a healthy uplift in sales which 

began in November 2009 the OOH market 

grew steadily in 2010. We ended the year 

posting a 19% increase on net revenue 

year-to-date of $77 million, up from $400 

million in 2009 to $477 million in 2010. 

Finally, this year we were delighted to 

welcome four new members to the OMA 

including the Titan Media Group, ASAPS, 

Prime Signs and the Roads and Traffic 

Authority NSW (RTA). 

It certainly is a very exciting time to be 

part of the OOH industry in Australia 

and I look forward to the challenges and 

opportunities ahead in 2011. 

Steve McCarthy 

Chairman 

6

Message from the CEO, Charmaine Moldrich 

Looking to the future 

OMA Chairman Steve McCarthy has reflected 

on our achievements over the past year and I 

will briefly highlight what will be the OMA’s 

focus for the next few years. 

Our aim is to grow the OOH Industry’s 

market share. We now have a great set 

of tools to do this: our new audience 

measurement system MOVE, as well as the 

persuasive research findings we presented 

in OUTSMART that proves the worth of our 

industry to advertisers by showcasing the 

medium’s ability to deliver outstanding ROI. 

We anticipate that MOVE – a world first in 

that it covers all major OOH formats and 

environments – will help the sector grow 

its market share from the current 4% to 

6%, in the next 2 to 3 years, as a direct 

result of the compelling audience reach 

and frequency figures our media 

channel provides advertisers. With our 

new currency Likelihood-To-See (LTS) 

giving advertisers a true indication that 

their products are being seen by their 

target markets. 

In 2011 we will commission our second 

Access Economics study on the economic 

worth of our industry. The National Study 

will look at what we contribute to the 

Australian economy and community. 

We will also commission our second 

Public Opinion Research study on Outdoor 

Advertising, through AC Nielsen, which 

in 2007 told us that 87% of people were 

either positive or neutral towards outdoor 

advertising. 

For a medium that is not content driven, 

the execution of the creative message is 

OOH’s most important asset. The OMA 

will engage directly with the creative 

community through a series of new 

initiatives to encourage clever, smart and 

effective creative campaigns. We will also 

showcase the use of the latest digital 

technology and product innovations our 

members have on offer. 

We will continue to work hard behindthe-scenes 

with Federal, State and Local 

governments on regulations and legislation. 

The Government relations activities that we 

undertake on behalf of the industry will be 

our most important and ongoing focus for 

the next few years. 

Fostering mutually beneficial relations with 

government and upholding strong regard 

for community values and environmental 

sustainability in all activities is of the 

utmost importance to us. 

One of the most pressing and current 

topics on our agenda will be discussions 

surrounding the House of Representatives 

and the Senate Inquiries concerning the 

regulation and classification of advertising 

content for OOH. 

We are working to dispel the popular 

myth that our medium is dominated by 

inappropriate images. The statistics tell 

a very different story. In 2010 we posted 

30,000 advertisements, the Advertising 

Standards Bureau received 90 complaints 

of which seven were upheld, that is a 

99.98% accuracy rate, an excellent result 

by any reasonable standard. 

In my opinion OOH advertising is an 

essential part of contemporary cities and 

their iconography. I believe that as an 

industry we are aware of our responsibility 

to create cities we can all be proud of. 

We will continue to work in close 

partnership with our industry colleagues 

to ensure that we are taking a holistic 

approach to the media industry, sharing 

knowledge and innovation and working 

together to create social capital. 

The new digital age of billboards continues to 

push forward. And everyone is keen for us to 

predict how digital will impact on the sector 

and the industry as a whole. We can be 

certain digital is going to have a substantial 

impact on the future of OOH advertising. 

Place-based digital networks are taking 

off in smaller formats such as the retail 

environment. Advancements in 3D TV, 

lithographic TV and other technologies 

mean that digital OOH solutions are 

more readily available. 

OOH is poised for future growth, we are a 

cost efficient way of reaching audiences, we 

now have an audience measurement system 

that is used widely, our research proves the 

worth of our industry to advertisers and we 

continue to be engaged across Australia with 

various communities and charities. 

It has been a wonderful first year as CEO of 

the OMA, filled with innovation and growth. 

There are many challenges ahead in 2011 

in particular in the Government Regulation 

arena. We are equipped to take on the 

opportunities and challenges we face with 

gusto and vigour. 

I pay tribute to the hardworking team at 

the OMA, as well as our members who 

are always on board, work with great 

camaraderie and always have the industry’s 

best interest at heart. 

Charmaine Moldrich 

CEO 

8

Board of Directors 

The OMA is governed by a Board of Directors elected by the members of the OMA according to the Constitution of the 

Outdoor Media Association. As of 31 December 2010, the Board of Directors were as follows: 

Steve McCarthy (Chairman) 

CEO Adshel Street Furniture 

Brad Bishopp 

CEO Bishopp Outdoor 

Richard Herring 

CEO APN Outdoor 

John Tyquin 

Joint Managing Director 

Steve has been CEO of Adshel Street 

Furniture since November 2000. 

Responsible for the Australian and 

New Zealand operations, Steve has 

guided the business through strong 

growth in revenue, profit and staff 

numbers in this period. Steve has 

an extensive background in the 

property industry, having spent nearly 

eight years with Lend Lease in its 

shopping centre division in a range 

of roles, including General Manager 

of Marketing. He then held senior 

positions at Westfield, including State 

Manager for SA and WA and Regional 

General Manager for NSW and 

QLD. Steve has served on the board 

since June 2004 and was elected as 

Chairman in April 2008. 

Brad has more than 17 years 

experience in the OOH media sector 

as co-founder of Bishopp Outdoor 

Advertising, a dynamic billboard 

company specialising in servicing regional 

Queensland. Brad sees his position on 

the board as representation and voice 

for the smaller OOH companies 

that still flourish in Australia. 

Brendon Cook 

CEO oOh!media 

Brendon has been working within the 

OOH advertising sales industry for over 

32 years and in 1989 founded Outdoor 

Network Australia, now known as 

oOh!media. Some of Brendon’s career 

achievements include being a Director 

and Co-founder of ROAM (Research 

on Outdoor Audience Measurement), 

member of the Technical Committee of 

the joint Industry Committee (JIC) on 

Audience Measurement and eight years 

involvement in The Executive Connection 

(TEC), the Australian and New Zealand 

segment of the organisation dedicated 

to increasing the effectiveness and 

enhancing the lives of Chief Executives. 

Richard has more than 30 years 

experience in media and sales both 

in Australia and internationally. 

He joined Cody Outdoor in 1995 

and was appointed General Manager 

in 1998 and Chief Executive in 2001. 

He also has a strong background in 

sales in television and radio. He was 

appointed Chief Executive of APN 

Outdoor in early 2004 and sets the 

strategic direction for the company’s 

operations in Australia and New 

Zealand, as well as the organisation’s 

Asian businesses. 

Mike Tyquin 

CEO EYE 

Australia & New Zealand 

Mike has over 17 years experience 

in the OOH media industry having 

joined Outdoor Plus in 1993. Since 

joining EYE in December 2002, Mike 

has held responsibility for EYE’s 

business interests in South East Asia, 

including EYE Indonesia and Big Tree 

Outdoor Malaysia, and growth into 

new territories such as Singapore. In 

January 2007, Mike was appointed 

goa Billboards 

John oversees several companies within 

the goa group, including goa billboards, 

the largest privately owned billboard 

company in Queensland. Prior to joining 

OOH, John spent six years in the radio 

industry in Brisbane and Sydney. 

Steve O’Connor 

CEO JCDecaux 

Steve has over 20 years experience in 

the OOH media industry having started 

as Sales Manager with Buspak in 1990, 

then appointed CEO of Buspak Hong 

Kong six years later. In 1998 Steve 

returned to Australia where he took up 

the position of CEO for Buspak Australia 

and New Zealand. During his six years 

in this role, Steve grew the organisation 

and established himself as a dynamic 

and leading force in the OOH advertising 

industry. In 2004, Steve joined JCDecaux 

as CEO of its Australian operations and 

is currently responsible for more than 

140 staff and a varied portfolio including 

street furniture, transit and billboard 

advertising. During the development 

phase and launch of MOVE, Steve held 

CEO of EYE’s Australia and New 

the position of MOVE Chairman. 

10 

Zealand operations. 

11

Meetings of the Board of Directors 

There were four meetings of the Board of Directors held in 2010: February, May, August and November. 

Committees 

OMA Directors Title Organisation Director since 

Steve McCarthy 

(Chairman) 

Eligible to attend 

Full board meeting 

Attended 

CEO Adshel 2004 4 4 

Brad Bishopp CEO Bishopp Outdoor 2006 4 3 

Brendon Cook CEO oOh!media 2003 4 4 

Richard Herring CEO APN Outdoor 2004 4 4 

Steve O’Connor CEO JCDecaux 2004 4 4 

John Tyquin Managing Director goa Billboards 2008 4 3 

Mike Tyquin CEO EYE 2007 4 4 

The OMA coordinates five committees to assist in identifying and managing key issues affecting the OOH media industry. 

These committees are made up of senior staff from the membership base. 

Regulatory Affairs Committee 

The OMA convenes a Regulatory Affairs Committee (RAC) on a bi-monthly basis, or as necessary. The RAC met on three occasions in 

2010 to discuss a number of regulatory issues affecting the industry in New South Wales, Victoria and Queensland. The Committee 

spent a considerable amount of time and effort overseeing the OMA’s submissions, particularly in relation to the regulation of Electronic 

Static Displays in NSW. 

Representatives on the Regulatory Affairs Committee: 

Representative Title Organisation 

Carolyn Samsa / Linda Black (Chair) Senior Policy Adviser OMA 

Anita Burgermeister Concession Manager – Drive EYE 

Peter Glavincevski Commercial Director NSW, QLD, NZ Adshel 

Annual General Meeting 

The Annual General Meeting was held on 18 May, 2010 in 

The Terrace Room of the Australian Museum, Sydney. 

The meeting was followed by a short presentation by OMA’s 

CEO, Charmaine Moldrich, to discuss MOVE, the 2010 Creative 

Awards, the OUTSMART research project, The Big Issue 

sponsorship, and the 2010 Outdoor Advertising Association 

of America (OAAA) Conference. 

Ged Hart General Manager – Large Format Development oOh!media 

Charmaine Moldrich CEO OMA 

Paul Osborne National Commerical Director APN Outdoor 

Brian Tyquin Managing Director Outdoor Systems 

Matthew Vincent National City Relations Manager JCDecaux 

12 

13

Financial Committee 

The Financial Committee signs off on the monthly and quarterly 

revenue reports received from the OMA’s accountants. They also 

provide strategic advice on all financial matters to do with 

the OMA and MOVE. 

Representatives on the Financial Committee: 



(Chair) 

Anna Lee / 

Ken O’Loughlin 

Cormac McCarthy / 

Wayne Castle 

CEO 

CFO 

CFO 

OMA 

Adshel 

APN Outdoor 

Brendan O’Neill CFO JCDecaux 

Marketing Committee 

The Marketing Committee met bi-monthly to discuss both marketing opportunities and to make decisions on the various OMA marketing 

projects including: promotion of MOVE and dissemination of OUTSMART research findings. The Outdoor Awards and industry sponsorships 

such as The Big Issue and the NSW Police Missing Persons Week. 

Representatives on the Marketing Committee: 


Nicole Moore (Chair) Marketing Manager OMA 

Joana Barros National Marketing Manager Adshel 

Misty Cambray National Marketing Manager APN Outdoor 

Leonie Collins General Manager – Marketing EYE 

Tristan Craig Marketing Assistant OMA 

Peter Williams CFO EYE 

Alison Diaper Marketing Manager EYE 

Simon Yeandel CFO oOh!media 

Kirsty Dollisson General Manager – Marketing and Commercial TorchMedia 

Nick Errey Strategy Manager oOh!media 

Sara Lappage Marketing and Sustainability Director oOh!media 

Julia Lees Marketing Executive JCDecaux 

Elvira Lodewick Marketing Director Adshel 

Paul McBeth General Manager – Marketing APN Outdoor 

Maria Papathanasiou Marketing Manager JCDecaux 

13 15

Occupational Health and Safety Committee 

The Occupational Health and Safety Committee meets twice a year or as the need arises, and in 2010 successfully completed a 

TEAM 

$102,000 WorkCover NSW funded project to develop risk management resources for supervisors working in the high risk areas 

of production and installation of OOH. The OMA developed further video and workbooks for hazards that affect employees – 

fatigue; working outdoors in sun, wind and storms; working around traffic and pedestrians; working with glass; and drugs and 

alcohol. These resources are available at www.oma.org.au/OHS. 

Charmaine Moldrich, CEO 

Charmaine Moldrich is the joint CEO of the 

Outdoor Media Association and MOVE. 

Linda Black, Senior Policy Adviser 

Linda joined the OMA in September 2010. 

Linda’s responsibilities include: liaising 

Tristan Craig, Marketing Assistant 

Tristan joined the OMA in May 2010. 

Tristan’s responsibilities include newsletter 

Representatives on the Occupational Health and Safety Committee: 

Her role is to promote the benefits and 

professionalism of the industry, much of 

with industry regulators, writing position 

papers and submissions which support the 

production, web content management 

and helping promote the activities of 

which is regulated through state and local 

interests of the industry, developing policy 

the OMA. With five years marketing and 


government. Charmaine has over 

25 years experience in management across 

initiatives, advising the CEO and industry 

members on issues management and 

communications experience, Tristan’s 

background includes marketing roles 

Rosemary Roberts (Chair) Office Manager OMA 

a platform of sectors including media, arts, 

university and government. Prior to joining 

stakeholder consultation. Prior to working 

with the OMA, Linda worked in legal and 

within media and telco sectors such as 

Vodafone UK. 

Greg Attewell General Manager – Assets APN Outdoor 

the OMA, Charmaine worked for the NSW 

dispute resolution roles in the public and 

Glenn Badcock Technical Director JCDecaux 

public service where she spent 12 years at 

senior executive management level. 

private sectors. 

Grant Guesdon, MOVE Research Manager 

Grant is responsible for the day-to-day 

Belinda Barnard Operations Manager Cactus Imaging 

Rosemary Roberts, Office Manager 

Nicole Moore, Marketing Manager 

Nicole joined the Outdoor Media 

functions of MOVE and its future 

development. His role involves training, 

Jason Bell General Manager – Production and Mobiles oOh!media 

Rosemary manages the OMA office 

on a day-to-day basis, and provides 

Association as Marketing Manager at the 

beginning of 2009. Her responsibilities 

education, research, and statistical analysis. 

Prior to joining MOVE Grant worked for 

Brian Freeman Operations Manager TorchMedia 

executive support to the CEO and the 

include developing the marketing and 

the development company responsible for 

OMA team. This includes maintaining 

communications collateral for the 

building the MOVE System and has over 

David Morrison General Manager – Drive EYE 

OMA’s finance, human resources and 

OMA and MOVE. This includes website 

11 years experience in the planning and 

information technology systems, as well as 

management, newsletters, events, the 

buying of media campaigns for national 

Ajay Powell National OH&S Director APN Outdoor 

assisting with MOVE and OH&S projects. 

Outdoor Awards, managing sponsorships 

and international clients. 

Kerry Pronk OH&S Manager EYE 

John Purcell Operations Manager oOh!media 

Nigel Spicer General Manager Cactus Imaging 

Rosemary joined the OMA in April 2006 

and prior to this worked for the RTA as 

Training Manager for Motor Registries, 

as OH&S Operations Manager for a 

national consultancy company, and for the 

Australian Reptile Park. 

and research projects, as well as the 

marketing for MOVE. 

Megan Edgar, Marketing and Research 

Assistant (until May 2010) 

John Gandar, MOVE Project Manager 

John has over 25 years market research 

experience and has worked in numerous 

countries on a range of projects and 

various sectors including media, financial 

Daniel Ward General Manager Ultimate Sign Installations 

services, fast foods and automotive. John’s 

Carolyn Samsa, Senior Policy Adviser 

current responsibility is project managing 

(until June 2010) 

the next developments for MOVE. 

16 

17

Organisational Structure 

In 2010, the OMA was managed by a Chief Executive Officer and 

employed four full-time positions including an Office Manager, 

Senior Policy Advisor, Marketing Manager and a Marketing 

Assistant. MOVE is a proprietary limited company which has the 

sole purpose of managing and administering the MOVE audience 

measurement system. It is owned by the OMA and its five largest 

members, APN Outdoor, EYE, Adshel, JCDecaux and oOh!media. 

In 2010, MOVE employed one dedicated full-time position, 

Research Manager, and a Project Manager on a consultancy basis. 

All OMA positions work across the MOVE business in addition 

to the OMA business. 

Board of 

Directors 

Chief 

Executive Officer 


Office 

Manager 

Rosemary Roberts 

Senior Policy 

Adviser 

Linda Black 

Marketing 

Manager 

Nicole Moore 

MOVE Research 

Manager 

Grant Guesdon 

MOVE Project 

Manager 

John Gandar 

Marketing 

Assistant 

Tristan Craig 

18

MEMBERSHIP 

The OMA represents more than 97% of 

revenue generated by OOH advertising in 

Australia and as of 31 December 2010, 

the OMA had 33 members, up from 

30 members in 2009. 

Membership of the OMA is available in 

three categories, including: Media Display, 

Non-media Display and Asset Owners. All 

applications for membership to the OMA 

require approval by the Board of Directors. 

See Appendix 3 for OMA Membership 

Categories. 

The OMA’s charter is to serve its members 

by promoting the industry and developing 

constructive relations with primary 

stakeholders. 

Benefits to Members 

The OMA offers the following benefits and 

opportunities to its members: 

• Participation in discussions and 

meetings on legislative and 

regulatory issues. 

• Input into the industry’s position on 

regulatory issues. 

• Benefit from the lobbying and 

advocacy that the OMA conducts on 

behalf of members on regulatory 

and assessment issues. 

• Participation in the development of 

industry standards and guidelines. 

• Participation in the development 

of custom research to advance the 

industry. 

• Opportunity to participate in the 

MFA and AANA accredited audience 

measurement system for OOH – 

MOVE. 

• Access to industry specific customised 

OHS materials for high risk 

workplaces. 

• Access to electronic newsletters, 

media releases, and media summaries, 

including assistance and regular 

updates on industry legislative, 

regulatory and legal issues. 

• Access to individual council 

development control plans. 

• Access to confidential industry 

revenue reports. 

• Networking with industry peers. 

• Company profile promoted on OMA 

website. 

• Participation in OMA sponsored 

industry seminars, events and awards. 

Code of Ethics 

OOH is a medium that reaches 

almost every member of the 

community when they are 

travelling outside of their home. 

OOH can be seen at any time of 

the day or night and cannot be 

turned off, fast-forwarded, put 

aside or be left unopened. This 

is why it is important for the 

industry to ensure that it operates 

its business responsibly. The OMA 

has therefore developed its own 

Code of Ethics. This code outlines 

voluntary principles that all 

members must adhere to, relating 

to working with advertisers and 

regulators, and responsibilities 

towards the community and the 

environment. See Appendix 2 

for the OMA’s Code of Ethics. 

Occupational Health 

and Safety 

Thanks to funding received from 

WorkCover NSW the OMA was able 

to build upon its current stock of OHS 

material for members including videos 

and workbooks to assist installation and 

production members to meet their risk 

management responsibilities. 

The objectives of these OH&S tools are to: 

• Improve the competency of 

supervisors in risk management 

principles. 

• Educate supervisors working 

within the industry on how to 

better communicate and consult 

with employees in identifying and 

controlling identified hazards and 

risks. 

• Improve accuracy levels of risk 

assessments, allowing for improved 

documentation of risk controls. 

• Create an ongoing resource that 

addresses language and literacy 

barriers for employees working in high 

risk situations. 

The videos can be viewed and 

workbooks downloaded from: 

www.oma.org.au/OHS 

Member Survey 

In July 2010 the OMA conducted a survey 

of its members to gather opinion and 

feedback on membership services and the 

role the OMA plays for its members. It was 

sent to approximately 120 OMA member 

contacts and resulted in 67 responses 

being received, 90% of which were from 

media display members. Results showed 

consistency in attitudes and feedback and 

also in suggestions regarding issues and 

opportunities for the future of the industry. 

The outcomes from this survey, in addition to 

the Board Planning Day, have been extremely 

useful in helping to shape direction of 

activities on behalf of members. 

We plan to make this an annual project so 

we remain informed of member expectations 

to remain effective for the industry. 

Snapshot of key survey findings 

found to be ’very important’ to 

respondents: 

Areas of the OMA’s business: 

79% – Advocating to government 

regarding regulation and 

legislation 

48% – Marketing to stakeholders 

and end users 

51%– Research and evaluation 

studies 

19% – Member services 

Valuable OMA membership 

benefits: 

70% – Participation in MOVE 

43% – OMA’s lobbying and 

advocacy on regulatory 

issues 

37% – Industry standards and 

guidelines 

35% – Custom research to advance 

the industry 

27% – Influencing the industry’s 

position among stakeholders 

20 

21

MEMBERS 

The OMA continued to attract new 

members throughout 2010 and welcomed 

four new members: Non-Media Display 

Members, ASAPS and Prime Signs; Asset 

Owner Member, the Roads and Traffic 

Authority NSW; and Media Display 

Member, Titan Media Group. 

See Appendix 1 for OMA members 

Company Descriptions. 

At the time of print in May 2011, the 

OMA welcomed a further three members, 

including Non-Media Display Members, 

Anitech and Adstream and Media Display 

Member, SeeMedia. 

As of 31 December 2010, the OMA members were as follows: 

Media Display Members 

Adshel 

Octopus Media 

APN Outdoor 

oOh!media 

Bailey Outdoor Advertising 

Outdoor Systems 

Billboard Connection 

Paradise Outdoor 

Bishopp Outdoor Advertising 

ROVA Media 

EYE 

Savage Outdoor 

Non-Media Display Members 

ASAPS 

Avery Dennison 

Brite Solutions 

Cactus Imaging 

Country Outdoor Signs 

MMT Global 

goa billboards 

Sports & Outdoor Media 

Omnigraphics 

Independent Outdoor Media (iOM) 

Tayco Outdoor Advertising 

Prime Signs 

JCDecaux 

Metrospace Outdoor Advertising 

Titan Media Group 

TorchMedia / Claude Group 

Prismaflex 

Ultimate Sign Installation 

Asset Owner Members 

RailCorp 

Roads and Traffic Authority NSW 

22

BIG2054_SUPER SITE 

THE COMMUNITY 

Responsibilities toward the community * : 

1. We are committed to providing an 

effective form of communication for 

goods, services and public information 

of interest and/or benefit to the 

community. 

2. We are committed to contributing to 

the sustainability of the communities 

in which we operate through 

initiatives identified in the OMA’s 

Environment and Sustainability 

Statement. 

3. We actively support community 

service and charity campaigns. 

4. We support all decisions made by 

the Advertising Standards Board in 

regards to complaints about outdoor 

advertising. 

5. We only endorse the display of 

advertising that adheres to the 

following advertising industry codes 

of practice: 

• Australian Association of 

National Advertisers (AANA) 

Code of Ethics. 

• AANA Environmental Claims in 

Advertising and Marketing Code. 

• AANA Code for Advertising and 

Marketing Communications for 

Children. 

• AANA Food and Beverages 

Advertising and Marketing 

Communications Code. 

• The Alcohol Beverages 

Advertising Code (ABAC). 

• The Federal Chamber of 

Automotive Industries’ 

Voluntary Code of Practice for 

Motor Vehicle Advertising. 

• The Therapeutic Goods 

Advertising Code. 

• The Weight Management 

Industry Code of Practice. 

* From Code of Ethics. 

SMART. 

SAVVY. 

SUCCESSFUL. 

JUST LIKE THE MAGAZINE. 

Proudly supported by 

24 25

JOINT Industry Sponsorships 

OMA members continued to generously 

support two major public service industry 

wide campaigns throughout 2010. These 

campaigns were facilitated by a remarkable 

contribution of media space, production 

and installation services totalling more than 

$1.1 million. The NSW Police Force and 

National Missing Persons Week which ran in 

the first week of August and The Big Issue 

campaign in June for the third year running. 

NSW Police Force 

National Missing 

Persons Week 

The immediate impact of outdoor 

advertising makes it an attractive medium 

for event organisers to raise awareness 

about matters of public interest and 

to raise awareness of important issues 

such as national security, environmental 

protection and public health. 

The Missing Persons Unit chose the case of 

Rista Chanthavixay, a missing person from a 

Cambodian/Laotian background, who was 

15 when she went missing in March 2009 in 

the western suburbs of Sydney. 

The media donated was valued at $120,000 

and included taxi backs, static and digital 

retail panels, bus shelters and free standing 

panels in the Sydney CBD, as well as in the 

western suburbs close to the area where 

she went missing. 

“We are grateful for the help 

we have received from the 

Outdoor Media Association. 

The advertising space they 

have donated has been very 

important in helping us to 

raise awareness of missing 

persons in NSW.” 

For the second year, OMA members 

supported the NSW Police Force and 

National Missings Persons Week, 

1–7 August 2010. This is an annual event 

The campaign was launched on 1 August 

at NSW Police Force headquarters in 

Parramatta by the Minister for Police, 

The Hon. Michael Daley MP. 

Strath Gordon, Director, 

Public Affairs Branch, NSW Police Force 

to raise awareness of the issues and 

impacts associated with missing persons. 

Each year, 35,000 people are reported 

missing in Australia. While 95% of 

people are found within a short period of 

time, the lasting impact, particularly on 

families, is devastating. There still remains 

approximately 1,600 long term missing 

persons; those who have been missing for 

more than six months. 

In 2010 the focus was on Culturally and 

Linguistically Diverse communities with 

the theme When someone goes missing, 

a day spent waiting is a day lost. The 

theme was a reminder to the community 

that they shouldn’t wait 24 hours to report 

someone missing if they fear for the safety 

of that person. 

26 

26

BIG2054_TAXIBACK 

The Big Issue 

In 2010, for the third year, the OMA 

was a proud supporter of The Big 

Issue. Members donated a $1 million 

three month campaign that ran across 

billboards, bus and tram shelters, taxis, 

free standing panels, shopping centres 

and pharmacies. All advertising was 

concentrated in inner city locations close 

to vendor sites in the capital cities of 

Sydney, Melbourne, Brisbane, Adelaide 

and Perth. 

The campaign was launched in June 2010. 

Members of the OMA gathered at the 

Justice & Police Museum, Sydney to hear 

from The Big Issue CEO Steven Persson 

and vendor Trevor who has used the 

organisation to turn his life around. Then 

CEOs from across the OOH industry took 

to the streets to experience firsthand what 

it’s like to sell the magazine. Through their 

vendor experience the CEOs formed a new 

found respect for the vendors who work 

on Australia’s street corners day in, day out. 

The creative for the 2010 promotion 

was once again developed pro bono 

by Melbourne agency, the blue group, 

who engaged with internationally 

renowned photographer, Chris Budgeon. 

The campaign was titled Just like the 

magazine, and highlighted The Big Issue 

vendors’ wonderful traits that were ’just 

like The Big Issue magazine’. 

“The Outdoor Media 

Association is a valued 

partner of The Big Issue and 

their continued support has 

greatly enhanced our profile 

nationally, assisting us in 

building greater community 

support for The Big Issue 

and our vendors.” 

Steven Persson, 

CEO, The Big Issue 

Analysis revealed that the sponsorship helped 

increase sales and vendor numbers for the 

publication. Key results are as follows: 

• Increase in magazine sales of 21% 

• Increase in active vendor numbers of 13% 

• MOVE showed a reach of 1 in 2 

people aged 14+ across all markets 

with an average frequency of 9 times. 

What’s more, the outdoor advertisements 

helped to lift spirits as vendor Kelly, one of 

the faces of the 2010 campaign explained, 

’I am just so proud, it’s really the boost I 

needed. I have been feeling pretty low the 

last couple of months, I can’t wait to show 

my dad a picture of me looking so proud’. 

The Big Issue sponsorship was a true 

partnership with members actively 

involved with The Big Issue’s work, as well 

as providing the media resources. During 

the year, members also participated in a 

Street Soccer training session with athletic 

vendors in Sydney. 

“At the campaign launch 

I got the chance to meet 

and talk with some of the 

vendors from The Big 

Issue. They explained how 

our campaign had helped 

boost their sales and 

morale. I am proud to work 

in a collaborative industry 

that can make a difference 

to people’s lives.” 

 

Nick Errey, 

Strategy Manager, oOh!media 

CLEVER. 

INSIGHTFUL. 

FUNNY. 

JUST LIKE THE MAGAZINE. 

FROM EVERY $5 ISSUE, VENDORS EARN HALF. 

Proudly supported by 

28 

29

Industry Community Sponsorships 

The OMA is pleased to recognise the 

generosity of its members in supporting 

a variety of important social causes and 

community activities. 

In addition to the two joint industry 

sponsorships (see pages 26–29), OMA 

members have also supported over 150 

beneficiaries with significant contributions 

made to a wide range of charities, 

healthcare organisations, nature and 

environment organisations, public bodies, 

as well as Australian arts and culture. 

The value of this support was in excess 

of $12 million. 

30 

The initiatives and organisations supported 

by the OMA Members in 2010 included: 

• ACF Climate Change 

• Act for Kids 

• Adelaide Festival 

• Adelaide Symphony 

• Alpha Autism Inc 

• Amnesty International 

• Art Gallery of New South Wales 

• Art Gallery of Western Australia 

• ASD Kids 

• Assistance Dogs Australia 

• Auckland City Mission 

• Australian Centre for Moving Images 

• Australian Conservation Foundation 

• Australian Festival of Chamber Music 

• Australian Museum 

• Australian Red Cross Blood Service 

• Australian String Quartet 

• Ballet Nacional de Cuba 

• Bangarra Dance Theatre 

• Beyond Blue 

• Bipolar Disorder Eduation and 

Awareness 

• Breast Cancer Awareness 

• Brisbane Festival 

• Brisbane Powerhouse 

• Camp Quality 

• Can Too 

• Cancer Council Australia 

• Cancer Council Victoria 

• Cancer Fundraiser 

• Canon – World Press Photo Exhibition 

• Care Australia 

• Catholic Mission 

• Channel 10 Perth 

• Chicago Gourmet 

• Chunky Move 

• City of Sydney 

• Clean Up Australia 

• Cure our Kids 

• Cystic Fibrosis 

• Daffodil Day 

• Earth Hour 

• Edinburgh Military Tattoo 

• FIFA – ’Come Play!’ World Cup, 

Australia Campaign 

• Fourgreenwalls 

• Fred Hollows Foundation 

• Fresh Water Music Festival 

• George Gregan Foundation 

• Gladstone Area Promotion and 

Development Ltd 

• Gold Week 

• Good Vibrations 

• Guide Dogs Australia 

• Guide Dogs Victoria 

• Headspace National Youth Mental 

Health Foundation 

• Heart Foundation 

• Heide Museum of Modern Art 

• Humpty Dumpty Foundation 

• Interchange Victoria 

• Jeans For Genes Day 

• Just4Kids Trail Ride 

• Keep Australia Beautiful 

• Kicktactics 

• KU Fundraising 

• Landcare Australia 

• Landcare QLD 

• Leichhardt Council 

• Leigh Clark Foundation 

• Leukaemia Foundation 

• Lifestart 

• Lighthouse Foundation 

• Local Councils across Australia 

• Make a Wish Foundation Australia 

• Mardi Gras 

• Mater Foundation 

• Mater Hospital 

• MayDay 

• McDonalds 

• Melbourne International Comedy 

Festival 

• Melbourne International Film Festival 

• Melbourne Symphony Orchestra 

• Melbourne Theatre Company 

• Merri Corner Community Garden 

• Millennium Foundation 

• Mission Australia 

• Monash Council 

• Moorook Animal Shelter 

• Moreland Council 

• Multiple Sclerosis Society 

• Murdoch Children’s Research Institute 

• Museum of Contemporary Art 

• National Breast Cancer Foundation 

• National Gallery of Australia 

• National Gallery of Victoria 

• National Institute of Integrative 

Medicine 

• NSW Roads and Traffic Authority 

• NSW State Emergency Services 

• Oasis Youth Support Network 

• One Water 

• Ovarian Cancer Research Foundation 

• Oxfam 

• PowerHouse Museum 

• Princess Margaret Hospital Foundation 

• Project Kaisei 

• Prostate Cancer Foundation of Australia 

• Queensland Gallery of Modern Art 

• Queensland Motorways 

• Queensland Multicultural Festival 

• Queensland Rail 

• Queer Screen 

• Randwick City Council 

• Reach Foundation 

• Red Kite 

• Reef HQ 

• ROMP 

• Ronald McDonald House Charities 

• Rotary Australia 

• RPA Hospital 

• RSPCA 

• RSPCA Queensland 

• Salvation Army 

• Scope 

• SIDS and Kids Red Nose Day 

• Sisters of Charity 

• Soul Gestures 

• St John Ambulance 

• St Vincent de Paul Society 

• Starlight Children’s Foundation 

• State Theatre Company 

• State Transit – Sydney Buses 

• Stonnington Council 

• Streetworx 

• Sydney Children’s Hospital 

• Sydney Dance Company 

• Sydney Festival 

• Sydney Film Festival 

• Sydney Harbour Foreshore Authority 

• Sydney Opera House 

• Sydney Theatre Company 

• Telethon 

• The Centre for Cerebral Palsy 

• The PR Company 

• The Rotary Club of Armadale 

• The Salvation Army 

• The Summer Foundation 

• Tour de Cure 

• Translink 

• Unicef 

• UQCCR 

• Variety Children’s Charity 

• White Ribbon Day 

• World Vision Australia 

• World Wildlife Fund 

• YWCA 

31

PARTNERSHIPS AND DONATIONS 

Young Planners 

Scholarship 

The OMA has partnered with the Planning 

Institute of Australia (PIA) since 2007 in 

an effort to improve dialogue between 

the industry and the planning community. 

The partnership aims to enhance mutual 

understanding of the industry and its 

regulatory context, and to disseminate 

examples of innovation and best practice 

OOH from around the world. 

A key element of this partnership is 

the annual $15,000 Young Planners 

Scholarship, funded by the OMA and 

administered by the PIA. The Scholarship 

gives planning students or graduates, 

with less than five years experience, the 

opportunity to research OOH advertising 

in international locations. 

In April 2010, Colleen Keegan, the second 

recipient of the scholarship, presented at 

the International Planning Conference, 

hosted by the Planning Institute of 

Australia and the New Zealand Planning 

Institute in Christchurch, New Zealand. 

Here she discussed the findings from her 

travels to Berlin, Montreal and Buenos 

Aires where she looked into how OOH 

advertising fits in with local cultural 

landscapes in the UNESCO Cities of 

Design Network. 

Michelle Willemse, an urban planner 

with Brisbane City Council’s Natural 

Environment & Sustainability unit was 

the third recipient of the international 

Young Planners Scholarship. In June 

2010, Michelle travelled to San Francisco, 

New York and Toronto to investigate 

environmentally sustainable solutions 

through the integration of OOH advertising 

into the environment through use of 

vegetation and other natural measures. 

Michelle will present her findings at 

the 2011 PIA National Young Planners 

Conference in March in Hobart, Tasmania. 

To read Young Planner reports visit: 

www.oma.org.au/young-plannersscholarship 

“I learned that through 

innovative public-private 

partnerships, outdoor 

advertising may play an 

improved role in landscape 

beautification, public art and 

sponsorship of public areas 

and infrastructure needed in 

a vibrant, modern city.” 

Michelle Willemse, winner 

Young Planner Scholarship 2009 

Recycling Skins 

The OMA facilitated the delivery of 

51 pallets of advertising skins generously 

donated by members to the Overseas 

Disaster Resources Organisation to assist 

in their vital work providing services to 

victims of natural and man-made disasters 

both locally and overseas, including in 

2010 for the massive earthquake in Haiti 

in January, the cyclone in Fiji in April and 

Pakistan Floods in July. 

These advertising skins are processed 

into heavy duty tarps and used to provide 

shelter for victims of natural disaster. 

"By donating used advertising 

skins the OMA and its members 

have helped to provide shelter 

to people in disaster areas 

around the world. Some OMA 

members have also sponsored 

the cost of shipping resources 

to those that need it most. 

We really appreciate the 

relationship we’ve got with 

the outdoor industry". 

Guy Chennery, 

Overseas Disaster Resource Organisation 

32

ENVIRONMENT AND SUSTAINABILITY 

Responsibilities towards the 

environment * : 

1. We are committed to protecting 

natural scenic beauty, parks, 

forests and places of historic 

value by locating our displays 

near populous areas as 

permitted by legislation. 

2. We are committed to reducing 

the impact of our business 

on the built and natural 

environment through initiatives 

identified in the OMA’s 

Environment and Sustainability 

Statement. 

3. We are committed to recycling 

our waste materials where 

practicable. 

As the peak representative body for the 

Australian OOH advertising industry, the 

OMA recognises its responsibility to minimise 

the impact of our industry’s operations on 

the built and natural environment, and to 

contribute to the sustainability of the 

communities in which we operate. 

See Appendix 4 for the Environment 

and Sustainability Statement. 

In 2010, members of the OMA 

undertook a variety of steps in the area 

of environment and sustainability. These 

included recycling advertising skins 

to reduce landfill waste, investigating 

recyclable and biodegradable printing 

materials, the reduction of emissions 

through changing technologies, energy 

efficient lighting and green power initiatives. 

Members’ Contribution 

to the Environment 

A list of some environment achievements 

by members in 2010 include: 

• Adshel is the first OOH company to 

recycle all its advertising posters. 

From July 2010, Adshel converted all 

print suppliers to recyclable stocks to 

allow 100% of all Adshel advertising 

poster to be recycled. With a single 

outdoor poster contributing to around 

432 grams of landfill, the move saves 

140 tonnes of waste or about 140 

football fields from going to landfill 

every year. 

• APN Outdoor continued to roll out 

new energy efficient LED lighting on 

new site builds and is investigating the 

viability of new substrates as they are 

developed. 

• In 2009 oOh!media began the 

process of converting its billboards 

over to Green Power and by the end 

of 2010 had successfully converted 

approximately 96% of the large 

format sites to green power. They 

also completed the third year in a 

$3 million partnership with Landcare. 

• TorchMedia’s chosen print partner 

planted one native Australian tree on 

its behalf for every print job invoiced. 

Through this program, TorchMedia 

planted 369 trees in 2010. This is 

arranged through Carbon Neutral, a 

not-for-profit company working to 

reduce carbon emissions through 

education and revegetation. 

• EYE Media performed a global 

audit of the company’s carbon 

omissions and created an executive 

task force to develop and lead EYE’s 


• Cactus Imaging continued its Cactus 

360, recycling program from point of 

purchase posters resulting in a 13% 

reduction year on year in wastage. 

• ROVA continues to recycle all its taxi 

back advertising panels at the close of 

every campaign and in 2010 added the 

sustainability initiatives. As a result, 

EYE launched a sustainability policy 

and has implemented a number 

of initiatives to reduce carbon 

omissions, ranging from technology 

selection through to recycling and 

supply chain practice. 

Hybrid Prius to its advertising fleet. 

34

AUDIENCE MEASUREMENT SYSTEM – MOVE 

Principles for doing business 

with advertisers * : 

1. We are committed to 

providing the best possible 

outdoor advertising sites for 

our advertisers that are also 

value-for-money. 

2. We are committed to 

maintaining and improving 

the quality and appearance of 

site structures and locations to 

enhance their performance. 

3. We observe an honest, ethical 

and professional approach 

to trading practices, media 

contracts and proof of 

performance. 

4. We put genuine effort into 

providing research data, 

strategic planning, creative 

advice and production 

guidance to ensure that 

advertisers get the most out 

of their outdoor advertising 

campaigns. 


One of the biggest developments to come 

out of the OOH industry in 2010 was the 

launch of the industry’s much anticipated 

audience measurement system, MOVE 

(Measurement of Outdoor Visibility 

Exposure). 

After five years in the planning and a 

$10 million investment, MOVE launched 

on 23 February, at The Ivy in Sydney at 

a breakfast briefing. MOVE was also 

launched in Brisbane, Melbourne, Perth 

and Adelaide in March. Over 1,000 

members of the media and advertising 

industries attended the launches. 

The launch was backed up with a rigorous 

training schedule to introduce users to the 

new system. 

The response from the industry has been 

overwhelmingly positive and MOVE has 

been building fast. There are currently 

more than 1600 registered users and 

28 agencies with logins, including the top 

ten spending agencies on OOH. Around 

15 users from eight to 10 different agencies 

access MOVE daily and this number is 

expected to increase as the industry grows. 

MOVE is the only OOH media audience 

measurement system endorsed by the 

OMA, the Media Federation of Australia 

(MFA) and the Australian Association of 

National Advertisers (AANA). 

“There have been a lot of 

believers of this channel in 

our industry for many years, 

and finally we have the 

numbers to back up those 

beliefs. MOVE provides data 

which makes it possible 

for us to compare channels 

with similar spends, and 

this data paints a very good 

picture that Out-of-Home 

reaches a broad audience. 

This, in turn, creates 

comfort with our clients that 

Out-of-Home will create a 

return for their business.” 

Bruce Mundell, Director, The Exchange, 

Mindshare Sydney 

The Product 

MOVE is a web-based interactive planning 

tool for media buyers, advertisers and 

outdoor media operators. It is Australia’s 

first national industry-wide audience 

measurement system for OOH media and 

world leading in that it covers all the major 

OOH formats and audience environments 

including, roadside billboards, posters, 

street furniture, railway stations, transit, 

shopping centres and airports. No 

international system measures audiences 

to the same depth as MOVE. 

MOVE has introduced a new currency to 

Australian media – Likelihood To See (LTS) 

– which has significantly increased the 

accountability and transparency of all 

OOH media formats. 

LTS involves the discounting of audiences 

so that only those people who in 

all probability were likely to see an 

advertisement or media campaign are 

included in the results. MOVE provides 

media buyers direct access to a web-based 

planning tool which produces reach and 

frequency results for OOH advertising 

campaigns based entirely on LTS contacts. 

As of 31 December 2010, MOVE included 

approximately 63,000 OOH faces across 

the following categories: 

Roadside 

• Posters, billboards, supersites and 

spectaculars greater than 25 square metres. 

• Bus/tram shelters, bus/tram externals, 

kiosks, public toilets, free standing 

panels and phone booths 

Transport 

• Airport internals 

• Bus/rail station internals 

• Bus/tram internals 

Retail / Lifestyle 

• Shopping centres 

"The collective industry 

efforts involved in the 

creation of MOVE is an 

incredible testament of 

strength. It has been an 

extraordinary experience for 

all of us and just proves what 

can be achieved through true 

collaboration." 

36 

Carol Morris, Executive Director, 

Media Federation of Australia

Participants 

The following outdoor media companies, 

have inventory within the MOVE system: 

• Adshel 

• APN Outdoor 

• Bailey Outdoor Advertising 

• Bishopp Outdoor Advertising 

• EYE 

• GOA Billboards 

• iOM 

• JCDecaux 

• Metrospace Outdoor Advertising 

• oOh!media 

• Outdoor Systems 

• Savage Signs 

• TorchMedia 

Mission 

To provide the highest quality service 

to all MOVE users by maintaining the 

integrity and accuracy of the audience 

measurement data we publish, and ensure 

the MOVE system remains accessible, 

relevant and user-friendly. 

Structure 

MOVE is a proprietary limited company 

which has the sole purpose of managing 

and administering the MOVE audience 

measurement system. It is owned by the 

OMA and its five largest members, APN 

Outdoor, EYE, Adshel, JCDecaux and 

oOh!media. 

In 2010, MOVE employed one dedicated 

full-time, Research Manager, and a Project 

Manager on a consultancy basis. 

Board of Directors 

MOVE is governed by the same Board 

of Directors that oversee all the OMA’s 

operations and includes the OMA’s CEO 

who represents the interests of the 

minority shareholders. 

As of 31 December 2010, the Board of 

Directors comprised of the following: Steve 

McCarthy (Chairman), CEO Adshel Street 

Furniture; Brad Bishopp, CEO Bishopp 

Outdoor; Brendon Cook, CEO oOh!media; 

Charmaine Moldrich, CEO OMA/MOVE; 

John Tyquin, Joint Managing Director goa 

Billboards; Mike Tyquin, CEO EYE Media 

(Australia & New Zealand); Richard Herring, 

CEO APN Outdoor; and Steve O’Connor, 

CEO JCDecaux. 

See page 10–11 for profiles of all Board 

of Directors. 

There were four meetings of MOVE’s 

Training / Helpdesk 

MOVE conducts regular training for 

new and existing users of the audience 

measurement system. 

Since the launch of MOVE in February 

2010, MOVE’s Research Manager has 

undertaken a total of 21 training sessions 

to just over 560 users representing 

32 agencies across Sydney, Melbourne, 

Adelaide, Brisbane and Perth. 

These sessions were 2 hours in duration 

and enabled those with access to the 

system to stay informed about system 

updates, including new sites and changes to 

population statistics, and/or infrastructure 

(new roads, railways stations, etc). It also 

provided the opportunity for feedback 

which has proved invaluable in informing 

the development of future software 

developments. 

These sessions will be on-going and will 

expand as demand for knowledge of the 

system grows. A MOVE national training 

calendar is under development. 

A helpdesk is available to MOVE 

users for further assistance, along 

with e-learning modules specifically 

developed for users and agencies 

available at: 

www.moveoutdoor.com.au 

“We’re proud of the 

collaborative approach 

the outdoor industry 

took towards developing 

MOVE. Led by the OMA, 

the project involved 

competitors working 

together to achieve a 

common goal. The result 

was a world-class outdoor 

audience measurement 

system that is benefitting 

the whole of the industry.” 

Elvira Lodewick, Marketing Director, 

Adshel 

Board of Directors held in 2010 in 

37 February, May, August and November. 

39

MARKETING 

The OMA employs two full time marketing 

professionals including a Marketing 

Manager and a Marketing Assistant. 

The main objective of this unit is to market 

the OOH media industry as a whole, 

communicate the effectiveness of the 

OOH medium and to position the OMA 

and its members as independent, ethical 

and credible among its many stakeholders. 

These stakeholders include government, 

media agencies, creative agencies, 

advertisers, marketers and industry 

associations. 

Marketing Committee 

The OMA Marketing Manager incorporates 

the role of Chair of the Marketing 

Committee, which comprises marketing 

representatives from member companies 

including Adshel, APN Outdoor, EYE, 

JCDecaux, oOh!media and TorchMedia. 

The Marketing Committee met six times 

throughout 2010 to discuss marketing 

opportunities and industry initiatives. 

See page 15 for Marketing Committee 

representatives. 

MOVE 

A substantial amount of the OMA’s 

OUTSMART 

New independent research proves 

OOH is a smart investment. 

In 2010 the OMA, in partnership with 

BrandScience, was proud to announce the 

results of compelling new research offering 

comprehensive quantative data which 

demonstrates how OOH increases Return 

on Investment (ROI). 

The results came from a collation of 

600 econometric studies across a variety of 

categories and countries, including Australia. 

The metadata provided a quantitative insight 

into how different media channels drive 

sales independently and in combination 

with other media. 

The Outdoor Awards 

The second annual Outdoor Awards were 

promoted with a series of artistic and 

off-beat billboards in Sydney and Melbourne 

called the Someone Will Project. The weekly 

billboards ran from April to June and were 

designed to stimulate debate, provide 

creative inspiration and encourage entry 

into the Awards. 

Over 200 entries from more than 50 

advertising agencies from around Australia 

were received. The submissions were 

judged by an international panel of creative 

directors, including Sebastian Wilhelm 

(Santo, Buenos Aires), Matt Keon (18 Feet 

& Rising, London), Mark Waites (Mother, 

of a Facebook based fundraising campaign 

where people sponsor friends and family to 

give up annoying habits, ’For The Love Of 

Humanity’. 

Five creative teams from four agencies were 

in contention for the major award, all of 

whom received gold pigeon trophies during 

the night for various campaigns including: 

The Brand Agency – Perth, DDB Sydney 

and two teams from US Sydney. In addition 

to Best of Show, 21 awards were given 

out on the night – seven gold, silver and 

bronze to a range of agencies from Sydney, 

Melbourne, Brisbane and Perth. 

marketing activity throughout 

Econometrics is a versatile statistical analysis 

London), Joaquin Molla, (La Comunidad, 

2010 involved developing and later 

system, which identifies and measures 

Buenos Aires), Dave Bell (Kessels Kramer, 

"Winning at the Outdoor 

implementing a marketing strategy and the inputs that have caused something to 

Amsterdam/London), Carlos Bayala (Madre, 

Awards was great. As 

plan for the introduction of MOVE to change. It involves comparing actual levels of 

Buenos Aires) and Sarah Barclay (JWT, New 

well as three beautiful 

the market. 

sales, measured at regular intervals, against 

York). Jonathan Kneebone, Creative Director 

Activities included: 

all possible drivers – marketing, media and 

of The Glue Society, was the non-voting 

gold pigeons we won 

• Presentations to 30 media agencies external factors. Econometrics facilitates 

Chairman. 

an amazing trip to an 

in Sydney, Melbourne and Brisbane. an understanding of how different media 

The awards night was held in Sydney in 

contribute to sales. 

September with comedian Kitty Flanagan 

international art show in 

• Paid advertising campaign in industry 

trade press. 

The release of findings from this study, 

acting as MC. Creative duo Ben Pearce 

Switzerland. It’s great that 

entitled OUTSMART, was the logical next step 

and Simone Bartolini from Sydney based 

• Direct mail of over 800 media kits to 

the OMA recognises and 

following the launch of MOVE. While MOVE 

advertising agency Jack Watts Currie took 

media agencies Direct mail of MOVE 

provides advertisers with the accountability 

out top honours for their work for the 

rewards great outdoor 

brochure to over 500 clients. 

and transparency they seek; this research has 

Australian Red Cross. The campaign used 

advertising." 

gone that step further to show how OOH 

a billboard that appeared to be from a 

works with other media channels in the 

frustrated wife to her husband pleading with 

Ben Pearce, Jack Watts Currie 

marketing mix and specifically what ROI is 

him to put the toilet seat down. The billboard 

Winner Best of Show, 2010 

relative to other media. 

garnered lots of media attention before it 

40 was finally revealed it was to raise awareness 

41

REGULATION OF OUT-OF-HOME 

Government and 

Stakeholder Relations 

An important part of the OMA’s activities 

is to work with Federal, State and Local 

Governments to ensure that new laws and 

regulations for OOH advertising are fair 

and equitable. 

The OMA supports the reasonable regulation 

of OOH advertising and is committed to 

working with its regulators to ensure that 

all OOH advertising signs are located in 

permissible areas, are well-integrated with 

the surrounding environment and support 

local community activities. 

The OMA’s work in this area is directed towards 

advocacy, research, policy development, policy 

implementation and, as a last resort, lobbying. 

In 2010, the major focus was on advocacy 

and building on common ground between 

regulators and industry. 

Victoria 

The OMA initiated contact with VicRoads 

in relation to the planned upgrade of the 

M80 Ring Road, which is likely to take at 

least five years. The OMA will continue 

to provide industry input throughout the 

upgrade process as needed. The OMA 

also continued to work with VicRoads 

Metropolitan North West Region to 

respond to vegetation management 

issues on a case-by-case basis. 

New South Wales 

The OMA continued to work with the 

Department of Planning and the Roads and 

Traffic Authority (RTA) in the review of the 

State Environmental Planning Policy No 64 – 

Advertising and Signage. The OMA provided 

industry input to the RTA, the Department 

of Planning and other representatives of the 

Minister for Planning, particularly in relation 

to new regulations for Electronic Static 

Displays (ESDs – digital billboards). 

The major area of discussion in relation to 

ESDs was dwell-times, and it is hoped that 

this discussion will be finalised in 2011. 

Queensland 

The OMA continued to work with 

Queensland members and the Department 

of Main Roads in the review of the Roadside 

Advertising Guide. The major area of 

discussion was restriction distances for 

advertising signs. Discussions are continuing 

and there have been a number of mutually 

acceptable outcomes achieved. At the end 

of 2010, the Department provided the 

OMA with its draft Interim Guideline for 

Digital Billboards, so this will be an area of 

ongoing involvement in 2011. The OMA 

also continued to monitor and respond 

to any developments in the Queensland 

Local Government sphere, as Local Councils 

(including Brisbane City Council) prepare new 

local laws or planning schemes. 

Advertisement Content 

The OMA is committed to supporting 

industry compliance with the advertising selfregulatory 

system overseen by the Australian 

Association of National Advertisers (AANA) 

and the Advertising Standards Bureau 

(ASB). In 2010 the industry attracted some 

attention in the media as a result of a small 

number of advertisements, and two Federal 

parliamentary inquiries relevant to outdoor 

advertising were subsequently announced. 

The OMA commenced action to respond to 

the inquiries, and this will continue in 2011. 

The OMA, however, is pleased to report 

that while more than 30,000 different 

advertisements were displayed by its 

members in 2010, only 7 cases were 

upheld by the ASB. While this demonstrates 

some room for improvement, it is an 

outstanding achievement. 

Advertising Standards Bureau 

Expectations for 

the Future 

The OMA is committed to creating and 

maintaining friendly and productive 

relationships with members, regulators 

and the community. In part, these 

relationships will be enhanced by research 

that investigates public attitudes towards 

outdoor advertising and that identifies 

ways the industry can, or already does, 

give back to the community. 

It is anticipated that the regulation of ESDs 

will continue to evolve as the technology 

and research findings evolve both locally 

and internationally. 

The OMA hopes to see the development 

of practical vegetation management 

policies in State and Local authorities. 

The OMA also expects to see continuous 

improvements to the advertising selfregulatory 

system and the industry’s 

involvement with that system. 

The Advertising Standards Bureau (ASB) conducted further research on the community 

perceptions of sex, sexuality and nudity in advertising. In 2010, the ASB appointed 

OMA CEO, Charmaine Moldrich as one of five members of a Consultative Group which 

provided advice around the research brief, appointment and findings. Other members 

included: Former Victorian Senator, Lyn Allison, who was a member of the 2008 

Senate Inquiry into the Sexualisation of Children; a Professor of Film and Television, 

Queensland University of Technology, Dr Alan McKee; Group Account Director, 

Clemenger BBDO, John McLaren; and the ASB CEO, Fiona Jolly. 

Principles of doing business with 

regulators * : 

1. We support fair and transparent 

tender processes for the 

awarding of contracts for 

outdoor advertising sites. 

2. We advocate the right to 

develop and maintain outdoor 

advertising structures that are 

consistent with legal, regulatory 

and planning requirements. 

3. We acquire and negotiate 

outdoor advertising sites in a 

business-like and competitive 

fashion. 

4. We support outdoor advertising 

as a legitimate business to be 

practiced in appropriately zoned 

areas only. 

5. We advocate regulatory changes 

that permit the use of new 

outdoor advertising technologies 

to enhance the service that we 

can offer to our advertisers. 

6. We only endorse advertising 

that adheres to relevant codes 

of practice administered by the 

advertising industry. 


42 43

INDUSTRY PERFORMANCE 

Revenue Results 

The OOH industry ended 2010 posting a healthy 19% increase on 

net revenue year-to-date of $77 million, up from $400 million in 

2009 to $477 million in 2010. 

This 19% growth in 2010 represents not just the recovery from 

the Global Financial Crisis; it also represents market growth of 

5% when compared to 2008 figures when the industry was at 

its peak following a six year growth period that saw it increase 

revenue by a massive 74% from 2002 to 2008. 

OOH net revenue results 2002–2010 

Performance across each Quarter 

• First quarter net revenue results for the OOH industry in 

2010 increased 8.8% to $106.7 million compared to 

$98 million for the same period in 2009. 

• Second quarter net revenue results for the OOH industry in 

2010 increased 22% to $110 million compared to $90 million 

for the same period in 2009. 

• Third quarter net revenue results for the OOH industry in 

2010 increased 30% to $111.4 million compared to 

$85.8 million for the same period in 2009. 

• Fourth quarter net revenue results for the OOH industry in 

2010 increased 18% to $149 million compared to 

$126 million for the same period in 2009. 

OOH net revenue by quarter 2009–2010 

Performance across OOH Categories 

• Roadside Billboards (over and under 25 square metres) 

$167.4 million. 

• Roadside Other (street furniture, taxis, bus/tram externals, 

small format) $175.4 million 

• Transport (including airports) $66 million. 

• Retail $68.6 million. 

OOH net revenue by category 2009–2010 

200 

2009 2010 

180 

$M 

600 

500 

400 

300 

261 

297 

327 

354 

379 

428 

454 

400 

477 

$M 

160 

140 

120 

100 

80 

98 

106.7 

90 

110 

2009 2010 

85.8 

111.4 

126 

149 

$M 

160 

140 

120 

100 

80 

137.3 

167.4 

149.5 

175.4 

200 

60 

40 

60 

40 

56.7 

66 

56.4 

68.6 

100 

20 

20 

0 

2002 2003 2004 2005 2006 2007 2008 2009 2010 

Year 

0 

Quarter 1 Quarter 2 Quarter 3 Quarter 4 

0 

Roadside 

Billboards 

Roadside 

Other 

Transport 

Retail 

44

TOP ADVERTISERS 

Here are the top 20 advertisers and advertising categories 

for OOH 2010. Big increases have been seen from the NSW 

Government, McDonald’s and Woolworths over the previous 

year. NSW Government tops the list of total spend with 

$15.1 million which was up 151% on the previous year. 

Woolworths’ big increase in spend has contributed to 

making Retail the number one category. 

Top 20 Advertiser Group / Advertisers for OOH 2010 

1 NSW Government 

2 Coca Cola Amatil (Aust) P/L 

3 Telstra Corp Limited 

4 Lion Nathan National Foods 

5 McDonalds Family Restaurants 

6 Victorian Government 

7 SingTel Group 

8 Vodafone Hutchison Australia 

9 Nestle Australia / L’Oreal 

10 American Express Int Inc 

11 Unilever Australia 

12 Village Roadshow Group 

13 Queensland Government 

14 Forsters Group Limited 

15 Woolworths Limited 

16 Virgin Blue Airlines P/L 

17 Commonwealth Bank Australia 

18 Commonwealth Government 

19 Wesfarmers Limited 

20 Sony Australia P/L 

Source: The Nielsen Company 

Top 20 Advertising Categories in OOH 2010 

1 Retail 

2 Finance 

3 Entertainment and Leisure 

4 Communications 

5 Motor Vehicles 

6 Travel / Accomodation 

7 Government 

8 Beverages – Alcoholic 

9 Beverages – Non Alcoholic 

10 Media 

11 Food 

12 Insurance 

13 Appliances Home and Outdoor 

14 Clothing and Accessories 

15 Pharmaceutical 

16 Real Estate 

17 Services 

18 Toiletries / Cosmetics 

19 Computers 

20 Education and Learning 

Source: The Nielsen Company 

46

Industry Benchmark 

CEASA (Commercial Economic Advisory Service of Australia) 

reported OOH revenue in 2010 at $477 million, a 3.5% share of 

the $13.5 billion advertising spend in Australia in 2010. This share 

is up from 3.2% of 12.6 billion in 2009. 

2009 – Share by Media (including Directories) 2010 – Share by Media results (including Directories) 

3.2% 

OOH 

2.6% 

Pay TV 

0.7% 

Cinema 

3.5% 

OOH 

2.8% 

Pay TV 

0.7% 

Cinema 

7.4% 

Radio 

6.8% 

Magazines 

27.6% 

Newspapers 

6.5% 

Magazines 

7.4% 

Radio 

27.1% 

Newspapers 

11.7% 

Directories 

9.2% 

Directories 

14.9% 

Online 

25.1% 

Television 

16.8% 

Online 

27.1% 

Television 

Source: CEASA (Commercial Economic Advisory Service of Australia) 

48

APPENDICES 

Appendix 1 – OMA Members Company Descriptions 


Adshel is one of the most recognised 

names in street furniture and a key player 

in the OOH media market. With the largest 

coverage across the country, a cutting edge 

innovation portfolio and a robust research 

program, Adshel offers effective reach, 

engagement opportunities and insights 

to its clients. 

www.adshel.com.au 

Bailey Outdoor Advertising is a large format 

billboard company proudly QLD owned 

and operated. They have been servicing the 

industry with large format digital printing 

and signage for 25 years. 

www.bannerspecialists.com.au 

Claude Outdoor works with councils and 

concession partners to deliver cost-effective 

advertising platforms to local advertisers 

while providing the community with high 

quality roadside infrastructure. Our extensive 

product portfolio encompasses bus shelters, 

illuminated street signs, courtesy seats and 

billboards. 

www.claudeoutdoor.com.au 

goa billboards commenced business in 1983 

and has grown to be one of the largest 

billboard media providers in Queensland, 

with coverage extending from the Gold 

Coast to Cairns and everything in between. 

goa billboards offer exceptional coverage of 

the Brisbane metro market including most 

major roads and motorways. 

www.goa.com.au 

Metrospace Outdoor Advertising is a 

privately owned Queensland business trading 

since 1984 offering spectaculars in the 

Brisbane CBD, supersites on major arterials 

and a high profile predominantly single 

pole illuminated 24 sheets across 

suburban Brisbane. 

www.metrospace.com.au 

oOh!media specialise in providing outdoor 

advertising solutions throughout metro 

and regional Australia. Ranging from big 

billboards to shopping centre advertising, 

mobile billboards and experiential 

marketing, oOh!media provides advertisers 

with intelligent outdoor media solutions to 

better engage with consumers. 

www.oohmedia.net.au 

APN Outdoor is the largest operator in the 

Australian OOH advertising sector, with 

over 35,000 advertising panels and vast 

geographic coverage across billboards, rail, 

transit (bus and tram), airports and retail 

precincts. APN Outdoor offers advertisers 

both cost efficient frequency and high 

impact premium solutions. 

www.apnoutdoor.com.au 

50 

Billboard Connection is an agency that 

specialises in simplifying single and 

multimarket OOH media buys and acts as a 

single source for local, regional and national 

OOH campaigns. 

www.billboardconnection.com.au 

Bishopp Outdoor Advertising specialises 

BIG IMPACT, BIG RESULTS! 

in providing out of home opportunities 

in Regional Queensland. Since opening in 

1994 Bishopp has developed nearly 600 

large format panels stretching from Cairns 

in Far North Queensland, Mount Isa in the 

North West down to Brisbane and out to 

Goondiwindi and Roma in the South West 

of Queensland. 

www.bishopp.com.au 

EYE is an international OOH advertising 

company specialising in airport, retail, 

roadside and university media. Connecting 

leading brands with active consumers, EYE’s 

media reaches large-scale Flyers, Shoppers, 

Drivers and Students throughout their daily 

journeys. 

www.eyecorp.com.au 

iOM is an independent Melbourne-based 

company specialising in large format outdoor 

advertising with an impressive portfolio 

of key sites throughout metropolitan 

Melbourne and regional centres. 

www.iom.com.au 

Globally JCDecaux is the number one OOH 

company, with a consistent focus to provide 

high quality street furniture and outdoor 

advertising networks in proximity to affluent 

audiences. The expansive suite of premium 

JCDecaux products deliver advertisers 

unparalleled access to key metropolitan areas 

across Australia. 

www.jcdecaux.com.au 

Octopus Media is the pioneer and market 

leader in the digital OOH market which 

provides leading edge technology based 

solutions and premium outdoor advertising 

displays. An ever-increasing number of 

large format sites, in both digital and static 

formats, is bringing them to the fore in the 

premium billboard arena. 

www.octopusmedia.com.au 

Outdoor Systems has over 50 years 

experience in the OOH media industry. 

The company focuses on large format 

billboards in the Sydney Metro area 

targeting marketers, advertisers and 

the public on the move. 

51



Savage Outdoor 

Paradise Outdoor has over 800 outdoor 

advertising billboard locations in and around 

the major regional city centres of north 

Queensland including Townsville, Cairns, 

Bowen, Mackay, Ingham, and Bundaberg. 

www.paradiseoutdoor.com.au 

Savage outdoor is a small, independently 

owned local outdoor media company 

offering supersites and 24 sheet sites. 

www.savagesigns.com.au 

Established in 2004, Tayco Outdoor 

Titan Media Group offers advertisers 

the opportunity to target ’Main Grocery 

Buyers’ immediately before the point of 

purchase through two proven formats: 

TITANSHOP and TITANLITE. These formats 

allow advertisers to talk to a core, captive 

audience, in an age of media fragmentation 

where this is often difficult to do. 

www.titanmediagroup.com.au 

ASAPS is a National full service provider for 

the Outdoor Advertising Media Industry in 

printing, servicing and maintenance. They 

have an enviable reputation as a leader in 

providing innovative cost effective solutions 

to clients through expert management of 

over 7,000 street furniture sites, 500 billboards, 

2,000 buses and a multitude of shopping 

centre advertising media. 

www.asaps.com.au 

Experts in screen and digital printing, Brite 

Solutions specialise in retail point of purchase 

and outdoor billboard campaigns, everything 

from decals, banners to large-scale posters. 

More than just a print house, they are a 

logistics company, colour consultants, a 

research lab, process engineers, campaign 

managers and health & safety compliance 

practitioners. 

www.brite.com.au 

Established in 1976, Country Outdoor Signs 

is a specialist sign production, installation 

and maintenance company. From the 

smallest shop sign to the largest outdoor 

advertising project, Country Outdoor Signs 

maintains a professional, progressive and 

innovative approach to clients’ requirements. 

Advertising combines best practice with 

ROVA Media delivers broadcast outdoor 

advertising in 70 locations across Australia. 

With media coverage at the Airport, 

throughout entertainment, business and 

retail corridors, ROVA Taxis connect with 

people on the go, day and night. 

www.rova.net.au 

on-the-ground expertise and a 

comprehensive knowledge of the 

advertising industry. They provide tailored 

solutions through a consultative approach 

with a fresh perspective and innovative 

solutions for a variety of clients in 

Queensland. Tayco build partnerships 

with our clients and the community 

to ensure sustainable, quality and 

environmentally friendly products 

are deployed. 

www.taycooutdoor.com.au 

TorchMedia is Australia’s only media 

company dedicated solely to the retail 

environment. Covering every major shopping 

occasion – including Grocery, Liquor, Petro- 

Convenience and Pharmacy – TorchMedia 

provides high quality advertising formats 

that connect brands and shoppers at 

the moment of truth, when the purchase 

decision is made. 

www.torchmedia.com.au 

Around the globe, Avery Dennison provide 

sign shops, commercial printers and 

designers a broad range of pressure-sensitive 

materials and ideas to enable creation of 

impactful informative, brand and decorative 

graphics. Avery Dennison's pressure-sensitive 

technology and applications are an integral 

part of products used in virtually every major 

market and industry, with product sales in 

over 89 countries worldwide. 

www.averydennison.com 

Cactus Imaging is Australasia’s leading 

production house for the digital printing 

of large format images. They specialise in 

producing frontlit and backlit billboards, 

truckside advertising, stadium and arena 

displays, shopping mall displays, exterior bus 

posters, airport terminal displays, exhibition 

graphics and displays, wall murals, golf 

practice ranger divider advertising, banners, 

movie and stage backdrops and point of 

sale displays. 

MMT is a large format, visual 

communications company specialising in 

imaging solutions for billboards, outdoor 

advertising, fleet graphics, shop graphics, 

point of sales displays and stadium signage. 

au.mmt.com 

www.cactusimaging.com.au 

52 53


Asset Owner Members 

Omnigraphics is a printing company serving 

designers, advertising agencies and other 

signage operators. Starting in Melbourne in 

2001 Omnigraphics now has a Sydney office 

and representation in Brisbane, Adelaide, 

Perth and Tasmania. 

www.omnigraphics.com.au 

Prime Signs specialises in the installation of 

outdoor advertising, fabrications, installations 

and maintenance and encompasses a 

broad range of custom projects designed 

specifically to client requests. 

www.primesigns.com.au 

Prismaflex is an outdoor advertising solutions 

manufacturer and large format digital printer. 

www.prismaflex.com 

Ultimate Sign Installations offer fabrication, 

maintenance and installation of outdoor 

signage including billboards, building wraps, 

flags and truck sides. 

www.ultimatesigns.com.au 

RailCorp is a statutory authority of the 

New South Wales government. RailCorp 

owns, operates and maintains the Sydney 

suburban and interurban rail network 

which is marketed under the CityRail brand; 

in addition to operating rural passenger 

services under the CountryLink brand. 

It also provides freight operators with 

access to the rails of the Sydney 

metropolitan area. 

www.railcorp.info 

Roads and Traffic Authority NSW 

The RTA manages the NSW road 

network and owns many sites on 

which outdoor advertising signs 

are placed. 

www.rta.nsw.gov.au 

54

Appendix 2 – Code of Ethics 

Outdoor advertising is a medium that reaches 

almost every member of the community 

when they are travelling outside of their 

home. Outdoor advertising can be seen at 

any time of the day or night and cannot be 

turned off, fast-forwarded, put aside or be 

left unopened. This is why it is important 

for the industry to have its own Code of 

Ethics to ensure that it operates its business 

responsibly in the environment. 

The Outdoor Media Association (OMA) has 

therefore developed a Code of Ethics which 

all members must adhere to. The Code of 

Ethics is a set of voluntary principles that 

defines the industry’s standards for doing 

business with advertisers and regulators, and its 

responsibilities towards the community and the 

environment. They supplement the obligations 

that members already are required to comply 

with under existing law, including federal and 

state law, and are outlined below: 

Principles for doing business with 

advertisers: 

1. We are committed to providing the best 

possible outdoor advertising sites for our 

advertisers that are also value-for-money. 

2. We are committed to maintaining and 

improving the quality and appearance of 

site structures and locations to enhance 

their performance. 

3. We observe an honest, ethical and 

professional approach to trading 

practices, media contracts and proof of 

performance. 

4. We put genuine effort into providing 

research data, strategic planning, creative 

advice and production guidance to ensure 

that advertisers get the most out of their 

outdoor advertising campaigns. 

Principles of doing business with 

regulators: 

1. We support fair and transparent tender 

processes for the awarding of contracts 

for outdoor advertising sites. 

2.. We advocate the right to develop and 

maintain outdoor advertising structures 

that are consistent with legal, regulatory 

and planning requirements. 

3. We acquire and negotiate outdoor 

advertising sites in a business-like and 

competitive fashion. 

4.. We support outdoor advertising as a 

legitimate business to be practiced in 

appropriately zoned areas only. 

5. We advocate regulatory changes 

that permit the use of new outdoor 

advertising technologies to enhance 

the service that we can offer to our 

advertisers. 

6. We only endorse advertising that 

adheres to relevant codes of practice 

administered by the advertising industry. 

Responsibilities towards the community: 

1. We are committed to providing an 

effective form of communication for 

goods, services and public information 

of interest and/or benefit to the 

community. 

2. We are committed to contributing to 

the sustainability of the communities 

in which we operate through initiatives 

identified in the OMA’s Environment and 

Sustainability Statement. 

3.. We actively support community service 

and charity campaigns. 

4. We support all decisions made by 

the Advertising Standards Board in 

regards to complaints about outdoor 

advertising. 

5. We only endorse the display of 

advertising that adheres to the following 

advertising industry codes of practice: 

• Australian Association of National 

Advertisers (AANA) Code of Ethics. 

• AANA Environmental Claims in 

Advertising and Marketing Code 

• AANA Code for Advertising and 

Marketing Communications for 

Children. 

• AANA Food and Beverages 

Advertising and Marketing 

Communications Code. 

• The Alcohol Beverages Advertising 

Code (ABAC). 

• The Federal Chamber of Automotive 

Industries’ Voluntary Code of Practice 

for Motor Vehicle Advertising. 

• The Therapeutic Goods Advertising Code. 

• The Weight Management Industry 

Code of Practice. 

6. We are committed to the responsible 

advertising of alcoholic beverages, 

including limiting their display around 

schools, as outlined in the OMA’s 

Alcohol Advertising Guidelines. 

7. We endorse and support the display 

of advertising for alcoholic beverages 

that has been approved by the Alcohol 

Advertising Pre-vetting System (AAPS). 

8. We are committed to working with 

road authorities to address road safety 

requirements for outdoor advertising. 

Responsibilities towards the 

environment: 

1. We are committed to protecting natural 

scenic beauty, parks, forests and places 

of historic value by locating our displays 

near populous areas as permitted by 

legislation. 

2. We are committed to reducing the 

impact of our business on the built and 

natural environment through initiatives 

identified in the OMA’s Environment 

and Sustainability Statement. 

3. We are committed to recycling our 

waste materials where practicable. 

56 

56

Appendix 3 – Membership Categories 

Appendix 4 – Environment and Sustainability Statement 

The classes of membership and the 

qualifications for membership of each 

class are as follows: 

• Media Display Members: being 

members who are engaged in the 

business of media display of outdoor 

advertising. Media Display members are 

voting members. 

• Non-Media Display Members: being 

members who are engaged in associated 

activities in support of, or ancillary to, the 

activities of Media Display Members. Non- 

Media Display Members are not voting 

members. This membership category may 

include installers of outdoor advertising 

equipment and structures, suppliers of 

goods and services to members including 

print and production facilities, and other 

persons or corporations who support the 

objects of the Association to an extent 

determined by the Board of Management. 

Honorary members (Life and Term 

Honorary Members) are included in this 

category of membership. 

• Asset Holder Members: Asset Holders 

who carry on business as landlords, 

lessors, contractors and similar 

activities to facilitate the activities of 

Media Display Members. Asset Holder 

Members are not voting members. 

As the peak representative body for the 

Australian outdoor advertising industry, 

the Outdoor Media Association (OMA 

recognises our responsibility to minimise 

the impact of our industry’s operations 

on the built and natural environment, and 

to contribute to the sustainability of the 

communities in which we operate. 

We further recognise that to remain a 

financially responsible industry requires 

leadership through assisting members with 

regulatory and marketing support, monitoring 

global industry trends, abiding by the industry’s 

Code of Ethics and promoting best practice. 

The OMA will assist our members in 

meeting these goals by: 

• Monitoring and reporting on evolving 

outdoor media technologies that reduce 

the impact of outdoor advertising on 

the built and natural environment. 

• Working with member companies to 

establish achievable and measurable 

industry-wide environmental initiatives, 

including: 

• Benchmarks for reducing the 

generation of waste, including 

recycling programs for outdoor 

advertising skins. 

• Programs to conserve energy, water 

and natural resources through 

increased efficiency and the 

introduction of new technologies and 

production methods. 

• Targets to increase the number 

of fuel-efficient vehicles within 

operational transport fleets. 

• Coordinating industry-wide initiatives 

which provide sponsorships or inkind 

support toward community causes 

and not-for-profit organisations. 

• Consulting on a regular basis with 

regulatory agencies and other key 

stakeholders on the planning and 

integration of outdoor media so 

as to add to the public benefit. 

• Communicating openly and 

constructively with relevant 

authorities, government agencies and 

the community on sustainability and 

environment issues which relate to the 

outdoor advertising industry. 

• Supporting members’ own 

environment and sustainability policies 

through targeted promotion and 

education among internal and 

external stakeholders. 

58 

59

Annual Report 2010 - Outdoor Media Association

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