OMA Annual Report 2017
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ANNUAL REPORT <strong>2017</strong>
Look inside<br />
01<br />
The year in Out of Home<br />
Pages 2 – 3<br />
02<br />
Who we are<br />
Pages 4 – 7<br />
03<br />
Our vision<br />
Pages 8 – 13<br />
04<br />
What we do<br />
Pages 14 – 25<br />
05<br />
Our contribution<br />
Pages 26 – 35<br />
06<br />
People and performance<br />
Pages 36 – 43<br />
07<br />
<strong>OMA</strong> members<br />
Pages 44 – 53<br />
08<br />
Partners in giving<br />
Pages 54 – 55
01 The year in Out of Home<br />
We connect brands<br />
with people<br />
RECORD RESULTS<br />
The <strong>OMA</strong> celebrated the success of its<br />
members and the Out of Home (OOH)<br />
industry, both locally, and abroad.<br />
Net media revenue for <strong>2017</strong> increased 6%,<br />
reaching an all-time high of $837 million,<br />
with 47.3% attributed to digital OOH.<br />
The Commercial Advisory Service<br />
of Australia reported the OOH share<br />
of advertising spend is 5.9% of the<br />
$14.1 billion total advertising spend.<br />
See p. 38<br />
See p. 40<br />
See p. 42<br />
GOOD FOR FUTURE CITIES<br />
The OOH industry continued to embrace<br />
digital opportunities, and invest in<br />
technology.<br />
With $1 out of every $2 in OOH revenue<br />
returned to governments and other<br />
landlords in rent and taxes, the channel<br />
has helped fund the development and<br />
upkeep of essential public infrastructure.<br />
<strong>OMA</strong> members continued to build and<br />
maintain over 17,000 items of community<br />
infrastructure valued at $352 million, such<br />
as bus shelters, kiosks, park benches,<br />
pedestrian bridges, and telephone booths.<br />
See p. 18<br />
See p. 29<br />
See p. 29<br />
<strong>OMA</strong> members supported National<br />
Missing Persons Week with a campaign<br />
that reached 8.5 million people in one<br />
week and was valued at almost $1 million<br />
in advertising space, printing and other<br />
services.<br />
<strong>OMA</strong> members donated $36 million in<br />
media services and advertising placement<br />
to over 220 community groups and<br />
charities.<br />
The <strong>OMA</strong> presented Digital Disruption:<br />
How Out of Home can help your city<br />
at the Planning Institute of Australia’s<br />
National Congress in Sydney, highlighting<br />
OOH’s contribution to urban centres, now<br />
and into the future.<br />
See p. 29<br />
See p. 29<br />
See p. 34<br />
2
A GROWING AUDIENCE<br />
30<br />
On average, people are likely to see<br />
30 OOH signs per day across the five<br />
major markets: 17 in Adelaide, 30 in<br />
Brisbane, 28 in Melbourne, 16 in Perth,<br />
and 41 in Sydney.<br />
Since 2010, OOH audiences have grown<br />
23%, outstripping population growth<br />
of 14.9% for the same period.<br />
OOH advertising now reaches 93% of<br />
Australians daily across the five major<br />
markets: Adelaide, Brisbane, Melbourne,<br />
Perth and Sydney.<br />
See p. 6<br />
See p. 9<br />
See p. 9<br />
Nine out of 10 people leave home each<br />
day, making an estimated 52 million trips<br />
– commuting, shopping, and socialising.<br />
In <strong>2017</strong>, OOH audiences grew by 2.2%,<br />
an increase of 200,000 since 2016.<br />
The number of OOH advertising faces<br />
measured by MOVE increased to 81,980<br />
in <strong>2017</strong>, up from 80,300 in 2016.<br />
See p. 17<br />
See p. 17<br />
See p. 17<br />
3
02 Who we are<br />
Big, bold and<br />
audacious<br />
OUT OF HOME (OOH) IS ADVERTISING FOR PRODUCTS<br />
AND SERVICES THAT YOU SEE OUTSIDE THE HOME, ON<br />
A VARIETY OF SIGNS ACROSS VARIOUS LOCATIONS.<br />
OUTDOOR MEDIA ASSOCIATION<br />
The Outdoor Media Association (<strong>OMA</strong>)<br />
is the peak industry body that represents<br />
the companies that display these<br />
advertisements.<br />
It also represents companies who own<br />
the signs, as well as companies who<br />
provide facilities to the OOH industry.<br />
<strong>OMA</strong> members represent approximately<br />
80% of the OOH revenue generated in<br />
Australia.<br />
OOH advertising is always on, delivering<br />
messages 24 hours a day, seven days a<br />
week. It is ubiquitous, innovative,<br />
entertaining, and effective; it invites<br />
people to look up and engage with their<br />
surroundings and communities.<br />
It is the <strong>OMA</strong>’s mission to build a more<br />
sustainable industry for its members by<br />
promoting the OOH industry and<br />
developing constructive relationships<br />
with stakeholders. Its activities span four<br />
core functions: audience measurement<br />
and data management; marketing and<br />
communications; government relations;<br />
and member services including advisory<br />
and training programs.<br />
exponential growth in OOH audience<br />
numbers, and OOH is now the primary<br />
media channel that connects people<br />
with places.<br />
Over 50% of OOH revenue is returned<br />
to governments and landlords around<br />
Australia, ensuring a constant and<br />
ongoing reinvestment in technology.<br />
This means that the industry is positioned<br />
to deliver smart-city solutions that are<br />
increasingly being realised and embraced.<br />
GOVERNANCE<br />
– The <strong>OMA</strong> is governed by a Board<br />
of Directors elected by the membership.<br />
The Board met four times in <strong>2017</strong> (p. 12).<br />
– <strong>OMA</strong> members (p. 50) adhere to an<br />
industry Code of Ethics (p. 34) to<br />
ensure businesses operate responsibly<br />
and abide by the industry’s regulatory<br />
framework.<br />
– The <strong>OMA</strong> operates nationally and,<br />
prior to July 2005, traded as the<br />
Outdoor Advertising Association of<br />
Australia. It was first incorporated on<br />
1 August 1939.<br />
The industry plays an important role<br />
in the economy and liveability of cities.<br />
By 2050, it is estimated that 94% of the<br />
population will live in urban environments.<br />
This population increase is triggering<br />
FORMATS AND LOCATIONS<br />
Airports Bicycle stations Billboards Bus stations<br />
Buses<br />
4
Cafes Medical centres Pedestrian bridges<br />
Pharmacies<br />
Railway stations<br />
5
02 Who we are<br />
MOVE<br />
Measurement of Outdoor Visibility and<br />
Exposure (MOVE) measures all major<br />
OOH environments including airports,<br />
bus/railway stations and concourses,<br />
bus/train/tram/light rail internal and<br />
external signs, roadside, and shopping<br />
centres. Accessed by 570 users every<br />
month, MOVE allows members to tailor<br />
dynamic and responsive campaigns for<br />
specific sites around the country.<br />
MOVE is the only OOH audience<br />
measurement system in Australia to be<br />
endorsed by the Media Federation of<br />
Australia and the Australian Association<br />
of National Advertisers.<br />
NUMBERS UPDATED MONTHLY<br />
In <strong>2017</strong>, MOVE introduced Continuous<br />
Delivery which enables audience<br />
numbers to be updated monthly based<br />
on changes to signage. This was a<br />
massive shift for the industry and a win<br />
for both advertisers and MOVE members<br />
as it ensures more accurate planning and<br />
reporting of campaigns.<br />
ACCURATE MEASUREMENT<br />
MOVE measures 81,980 advertising faces<br />
across Australia’s five major capital<br />
cities: Adelaide, Brisbane, Melbourne,<br />
Perth and Sydney. On average, people<br />
are likely to see 30 OOH signs per day.<br />
WHO USES MOVE?<br />
Increasing the accessibility of MOVE<br />
to improve media planning is a key<br />
objective for the OOH industry. Since<br />
launching in 2010, MOVE has become<br />
an essential tool for media planners and<br />
strategists, and its use continues to<br />
increase – 61 agencies logged on to the<br />
web-based system in <strong>2017</strong>. Across these<br />
agencies, a total of 870 users logged in<br />
12,920 times, an increase of 14% across<br />
the 763 agency users who logged in<br />
10,272 times in 2016.<br />
GOVERNANCE<br />
MOVE is owned by a group of<br />
shareholders who vote for a Board<br />
of Directors. There were four official<br />
meetings of the MOVE Board of<br />
Directors in <strong>2017</strong>.<br />
COMPANIES MEASURED BY MOVE<br />
——<br />
ADSHEL<br />
——<br />
APN OUTDOOR<br />
——<br />
BISHOPP OUTDOOR ADVERTISING<br />
——<br />
GOA<br />
——<br />
JCDECAUX<br />
——<br />
OOH!MEDIA<br />
——<br />
OUTDOOR SYSTEMS<br />
——<br />
QMS MEDIA<br />
——<br />
SAVAGE OUTDOOR<br />
——<br />
TORCHMEDIA<br />
TRAINING<br />
MOVE provides its users with training<br />
on the system throughout the year.<br />
In <strong>2017</strong>, 464 people attended training<br />
(363 agency, 101 operator).<br />
AUT<strong>OMA</strong>TED PROPOSAL<br />
PLATFORM (APP)<br />
In <strong>2017</strong>, MOVE began developing the<br />
APP, a software platform that, by<br />
automating the process, will make<br />
it easier for agencies and advertisers<br />
to plan, and buy, OOH. The system is<br />
being developed by the industry in<br />
partnership with its users and is being<br />
built by a local software development<br />
company, Red Ant. It will be launched<br />
in 2018.<br />
FORMATS AND LOCATIONS – CONTINUED<br />
Shopping centres<br />
Street furniture<br />
Telephone booths<br />
Trams/Light rail<br />
Universities<br />
6
“The APP has been designed and built in Red Ant’s Sydney office using technology<br />
which allows the platform to be purpose built and scalable for huge volumes of<br />
data, facilitating high demand surges and advanced interactive functionality. It will<br />
be a highly innovative experience for advertising agencies in terms of ease of use,<br />
campaign integration, and insights.”<br />
BEN STILL | CEO, RED ANT<br />
7
03 Our vision<br />
Now reaching 93% of the<br />
population, OOH is the<br />
headline for our cities, and the<br />
industry is fully equipped<br />
for future growth.<br />
STEVE O’CONNOR | CHAIRMAN, <strong>OMA</strong> AND MOVE<br />
8
We are part of<br />
modern cities<br />
CHAIRMAN’S MESSAGE<br />
Out of Home (OOH) has undergone a<br />
transformation in <strong>2017</strong>, embedding itself<br />
into the ecology of our cities.<br />
The change has been years in the<br />
making, with investments in technology<br />
and partnerships, as well as collaboration<br />
with government. From severe weather<br />
alerts to new product launches, sporting<br />
events, and messages to engage the<br />
public, the utility of OOH is now being<br />
harnessed. Now reaching 93% of the<br />
population, OOH is the headline for our<br />
cities and the industry is equipped for<br />
future growth.<br />
Technology and innovation drive the<br />
industry and not just through digital<br />
OOH (DOOH); we also saw traditional<br />
printed signs making headlines, and<br />
becoming part of the national discourse.<br />
Our network of signs, digital and<br />
traditional, continue to deliver high<br />
impact visibility. DOOH gives advertisers<br />
greater utility, while also allowing them<br />
to be more flexible and get their<br />
messages out faster. The rising share<br />
of our net revenue attributed to DOOH<br />
– which accounts for 47.3% at the end<br />
of <strong>2017</strong> – is evidence of the direction<br />
of this innovative shift.<br />
SUSTAINABLE GROWTH<br />
In my fourth year as Chairman, I am<br />
proud to say that we achieved our eighth<br />
consecutive year of revenue growth,<br />
posting a 6% net media revenue increase<br />
year-on-year. The industry’s net media<br />
revenue reached a record high of<br />
$837 million in <strong>2017</strong>, up from $789.5<br />
million in 2016, and accounted for 5.9%<br />
of the total advertising market share.<br />
Over the last seven years, our audience<br />
has grown 23%, which is over indexing<br />
population growth of 14.9%.<br />
We continued to upgrade MOVE to<br />
provide richer and more detailed profiles<br />
of the OOH audience for agencies and<br />
clients and, this year, we introduced<br />
monthly updates to reflect changes in<br />
signage networks.<br />
MAKING IT EASY<br />
In <strong>2017</strong>, we started to explore ways<br />
we could improve the OOH buying<br />
experience for agencies and advertisers.<br />
I am proud to say that the development<br />
of the Automated Proposal Platform<br />
commenced, with the first stage to be<br />
released in 2018. Initially, the platform<br />
will allow media agencies to request<br />
proposals from <strong>OMA</strong> member companies<br />
and combine these proposals into a<br />
campaign. Agencies will then be able to<br />
confirm bookings and receive billing files<br />
within the software, as well as having<br />
access to MOVE audience reports to help<br />
plan more effective campaigns.<br />
CELEBRATING THE INDUSTRY<br />
In June, we celebrated OOH creativity<br />
with the launch of OPEN 3 , the third in<br />
a series that interrogates OOH creative,<br />
and the first in partnership with our<br />
international OOH associations.<br />
OPEN 3 ignites a conversation about<br />
the unique and diverse platform of OOH<br />
and features 74 campaigns, as well as<br />
10 short essays, written by creative<br />
heavyweights from across the globe.<br />
Through the pages, we see how OOH<br />
is a perfectly positioned broadcaster,<br />
allowing advertisers to create a reaction,<br />
get noticed, inspire, or shock. This is<br />
deftly shown in the book’s cover image,<br />
Look at me, a world-first interactive<br />
campaign by UK charity, Women’s Aid,<br />
showing how people can support the<br />
fight against domestic violence.<br />
PART OF THE COMMUNITY<br />
This year, audiences have seen<br />
advertisements that raised awareness<br />
of environmental issues as well as those<br />
for new products. There are many<br />
examples of how our industry is using<br />
the power of OOH for good, with our<br />
members collectively contributing over<br />
$36 million in support of over 220<br />
beneficiaries, including Australian<br />
charities, healthcare and environmental<br />
organisations, public bodies, together<br />
with arts and cultural organisations.<br />
We continue to deliver essential services<br />
and savings to our cities by building and<br />
maintaining public infrastructure such<br />
as bus shelters, kiosks, park benches,<br />
pedestrian bridges, and telephone<br />
booths – a total value of $352 million.<br />
For the ninth consecutive year, <strong>OMA</strong><br />
members supported National Missing<br />
Persons Week, partnering with the<br />
Australian Federal Police to promote<br />
a week-long national campaign which<br />
reached 8.5 million Australians with<br />
almost $1 million in donated advertising<br />
space and services.<br />
OUR FUTURE<br />
I am proud of our industry’s achievements<br />
this year. We have made great strides to<br />
ensure OOH is part of the media plan, as<br />
well as the public discourse. As one of<br />
the few media channels continuing to<br />
drive growth, advertisers are increasingly<br />
seizing the opportunities, and embracing<br />
the creative potential of the medium.<br />
We thank the <strong>OMA</strong> and MOVE teams for<br />
their passion, dedication and creativity<br />
which ensures we approach challenges<br />
and opportunities collaboratively. In<br />
<strong>2017</strong>, more than any other year, we have<br />
embraced change and together we will<br />
continue to innovate, through technology<br />
and creativity, to maximise the power<br />
of OOH.<br />
STEVE O’CONNOR<br />
CHAIRMAN, <strong>OMA</strong> AND MOVE<br />
9
03 Our vision<br />
Providing a catalyst<br />
for conversations<br />
CEO’S MESSAGE<br />
The energy of a city is shaped by its<br />
public spaces and how people traverse<br />
within these spaces, interacting with<br />
each other as much as with the built and<br />
natural environment.<br />
The canvas of a city offers creative<br />
opportunities everywhere, and this year<br />
we encouraged people to look up, look<br />
around, and embrace the potential of<br />
Out of Home (OOH).<br />
A PARTNER WITH GOVERNMENT<br />
With OOH advertising reaching more<br />
people each day – a whopping<br />
12.6 million, making 52 million trips across<br />
the five capital city markets, seeing up<br />
to 30 advertising faces – our role as an<br />
industry body that oversees the selfregulatory<br />
framework becomes more<br />
important. The industry’s sustainability<br />
is intrinsically linked to the respect we<br />
show to the communities and the<br />
environments in which we operate. We<br />
are in the midst of great change, and the<br />
role we play is key in responding to our<br />
audience’s needs, be it our members,<br />
advertisers, government or the public.<br />
We are proud to have participated in<br />
the Planning Institute of Australia’s <strong>2017</strong><br />
National Congress in Sydney, presenting<br />
the essential role OOH plays in the<br />
make-up of successful cities of the<br />
future, focusing on the creativity,<br />
innovation, and utility our signs offer.<br />
CHANGE IS IN THE AIR<br />
New South Wales is leading the way with<br />
updates to the planning legislation for<br />
signage – the SEPP 64 – and associated<br />
guidelines that will now simplify the<br />
process of seeking approval for a sign<br />
development.<br />
It also means that there is now one safe,<br />
and consistent standard for the<br />
operation of digital signs in the State.<br />
While digital OOH increases the<br />
relevance of brand messages, all OOH<br />
formats, from roadside and street<br />
furniture, to transport and retail, still<br />
offer high impact and visibility, and<br />
printed posters still comprise a large<br />
proportion of <strong>OMA</strong> member inventory.<br />
What’s more, in the coming years, the<br />
Internet of Things and Augmented<br />
Reality will start to bring our printed<br />
posters to life.<br />
A RESPONSIBLE INDUSTRY<br />
The issue of content restrictions has<br />
been one of the most pressing matters<br />
in <strong>2017</strong>. The <strong>OMA</strong> has proactively<br />
engaged industry bodies; promoting<br />
its strong track record in upholding the<br />
17 self-regulatory codes it manages.<br />
We work closely with our colleagues<br />
at Ad Standards, the Australian<br />
Association of National Advertisers,<br />
The Communications Council, and the<br />
ABAC Responsible Alcohol Marketing<br />
Scheme to ensure that the industry’s<br />
system of self-regulation delivers high<br />
standards of compliance across all<br />
relevant industry codes of practice.<br />
INVESTMENT IN THE FUTURE<br />
As an ‘at a glance medium’, the OOH<br />
industry has had to be innovative to<br />
remain relevant, and this is more<br />
palpable in the current rapidly changing<br />
media environment. There are 81,980<br />
measurable OOH advertising faces<br />
across Australia and, as urban growth<br />
accelerates, OOH advertising is perfectly<br />
positioned to reach people on every part<br />
of their journey, where we live, work,<br />
shop and socialise. Our members have<br />
invested millions of dollars to deliver new<br />
ways to connect people and cities by<br />
providing a digital network that offers<br />
information, WiFi, and wayfinding,<br />
among other services.<br />
As we look toward our 80th anniversary<br />
in 2019, we are humbled by how far we<br />
have come. Technology and innovation<br />
are allowing us to be more sustainable<br />
with energy neutral signs, solar-powered<br />
technology, recycling of posters and<br />
materials, as well as a reduction in the<br />
use of PVC materials. I am proud to see<br />
the industry embracing its role as a<br />
leader in progressing sustainability and<br />
we will continue on this path.<br />
Thank you to the <strong>OMA</strong> and MOVE<br />
Boards, led by Chairman Steve O’Connor,<br />
and the committees who endorse our<br />
work with a vigour that ensures our<br />
success.<br />
OOH is part of the public discourse.<br />
It exposes us to a world outside our<br />
curated bubble and invites us to consider<br />
other perspectives. Playing an integral<br />
role in sustaining a thriving economy,<br />
OOH broadcasts to millions of people<br />
each day and headlines messages that<br />
are part of what makes a city diverse, as<br />
well as being a catalyst for conversation.<br />
We look forward to continuing that<br />
conversation with you into the future.<br />
CHARMAINE MOLDRICH<br />
CEO, <strong>OMA</strong> AND MOVE<br />
10
The canvas of a city offers<br />
creative opportunities<br />
everywhere, and this year we<br />
encouraged people to look up,<br />
look around, and embrace<br />
the potential of OOH.<br />
CHARMAINE MOLDRICH | CEO, <strong>OMA</strong> AND MOVE<br />
11
03 Our vision<br />
An organisation<br />
worth following<br />
THE <strong>OMA</strong> AND MOVE OPERATE UNDER THE GUIDANCE OF THE BOARD OF DIRECTORS,<br />
WHO SET THE AGENDA AND PROVIDE DIRECTION THROUGHOUT THE YEAR. PRIORITIES<br />
ARE DETERMINED BASED ON THEIR ASSESSMENT OF THE MARKET IN THE BEST INTEREST<br />
OF THE INDUSTRY AS A WHOLE.<br />
We asked our <strong>OMA</strong> and MOVE Boards of Directors to tell us about the future of Out of Home.<br />
STEVE O’CONNOR<br />
JCDECAUX<br />
“Led by digital and the increasing availability of powerful<br />
data sets, Out of Home is moving forward into an exciting<br />
period of progress and expansion. Out of Home companies<br />
continue to play an important role in the development<br />
of smart cities, enhanced relationships with citizens, and<br />
integration of live data in urban environments.”<br />
BRAD BISHOPP<br />
BISHOPP OUTDOOR ADVERTISING<br />
“Out of Home leads the sector when it comes to cutthrough<br />
and return on investment because we are<br />
innovative and nimble. I’m excited that over the coming<br />
years our industry will yield fruit that will result in untold<br />
opportunity for our clients.”<br />
Left to Right:<br />
Steve O’Connor<br />
Brendon Cook<br />
Kirsty Dollisson<br />
Chris Tyquin<br />
12
BRENDON COOK<br />
OOH!MEDIA<br />
“Digital Out of Home is really a new medium, with all the<br />
opportunities to evolve just as digital PC and mobile did.<br />
We will only be limited by our own abilities to invent,<br />
invest, and explore the frontier of possibilities.”<br />
KIRSTY DOLLISSON<br />
TORCHMEDIA<br />
“As cities become smarter and audiences adapt to<br />
urban sprawl, the potential for Out of Home to provide<br />
integrated, engaging campaigns at multiple touch<br />
points will be unmatched by other media.”<br />
ANDREW HINES<br />
APN OUTDOOR<br />
“It is a transformative time for Out of Home. The convergence<br />
of data and technology will only drive further growth,<br />
through product innovation, deeper audience understanding,<br />
enhanced targeting capabilities, and trading efficiencies.”<br />
CHRIS TYQUIN<br />
GOA<br />
“What we are now witnessing, in regards to the move<br />
into digital, is simply the first stage of what will be<br />
a multi-generational evolution in the way both our<br />
audiences, and advertisers, will eventually use, and<br />
engage with, Out of Home.”<br />
ROB ATKINSON<br />
ADSHEL – RESIGNED MAY <strong>2017</strong><br />
RICHARD HERRING<br />
APN OUTDOOR – RESIGNED MAY <strong>2017</strong><br />
BARCLAY NETTLEFOLD<br />
QMS MEDIA<br />
“The future of our industry lies in harnessing digital<br />
Out of Home, as it provides immediacy, creativity,<br />
flexibility, and the opportunity to be contextually<br />
relevant. The seismic change that digital is creating,<br />
and how we respond to it, will be the key to our<br />
success.”<br />
MIKE TYQUIN<br />
ADSHEL<br />
“Because of its rapidly evolving nature, Out of Home<br />
is one of the most dynamic and interesting ad channels.<br />
Advertisers continue to seek greater digital coverage<br />
at scale, supported by location-based audience<br />
insights. Data will combine with digital to drive growth.”<br />
Left to Right:<br />
Mike Tyquin<br />
Andrew Hines<br />
Barclay Nettlefold<br />
Brad Bishopp<br />
13
04 What we do<br />
The intersection of the<br />
digital and the physical<br />
OUT OF HOME (OOH) IS A POWERFUL PLATFORM BROADCASTING A RANGE OF BREAK-<br />
THROUGH TECHNOLOGIES, INNOVATIVE MESSAGING, AND CREATIVE EXECUTIONS.<br />
In a world of media fragmentation, where<br />
we block, skip, fast-forward and carefully<br />
curate content, we also gravitate into the<br />
outdoor space for our daily journeys: to<br />
work, to find food, to find love, and to<br />
socialise. Reaching 93% of the Australian<br />
population each day, OOH has continued<br />
to deliver scale, impact and reach. Add in<br />
digital signs, and what we see is that OOH<br />
now delivers even more opportunities.<br />
DIGITAL OOH AS A PERCENT OF TOTAL OOH MEDIA REVENUE<br />
TOTAL OOH MEDIA<br />
REVENUE<br />
IMMEDIATE, FLEXIBLE, AND<br />
TO SCALE<br />
OOH continues to be the channel that<br />
brings digital into the physical world.<br />
OOH is adaptable and nimble, amplifying<br />
messages in ways that integrate with the<br />
consumer’s experience at a particular<br />
time or place.<br />
Digital OOH (DOOH) signs are further<br />
strengthening OOH, taking it from a<br />
passive medium to one that can be fully<br />
interactive; a potential one-stop shop for<br />
promotion, engagement, and transaction.<br />
The immediacy and flexibility of DOOH<br />
is such that messaging can now be<br />
formatted to match the weather, the time<br />
of day, or even social, political, and<br />
sporting events.<br />
DOOH increases the relevance of brand<br />
messages with unlimited creative<br />
potential. <strong>OMA</strong> members continue<br />
to push the boundaries, searching for<br />
innovative ways to incorporate new<br />
technology into OOH.<br />
In <strong>2017</strong>, DOOH net media revenue<br />
represented 47.3% of total OOH media<br />
revenue, up from 40.2% for the same<br />
period last year.<br />
DOOH IN <strong>2017</strong><br />
SAME PERIOD<br />
LAST YEAR<br />
47.3%<br />
40.2%<br />
14
“OOH is in an enviable position as a media channel because it is not disrupted by digital, but<br />
rather enhanced by it. OOH provides a working model of how traditional media and digital<br />
media are rapidly blurring into one and the same thing: we could call it Tradigital. This makes<br />
OOH very complementary to other media channels because it engages consumers when they<br />
are in a receptive frame of mind, welcoming the advertising message rather than skipping,<br />
blocking, streaming or fast-forwarding.”<br />
MARK RITSON | ADJUNCT PROFESSOR, MELBOURNE BUSINESS SCHOOL<br />
15
04 What we do<br />
To ensure the integrity and<br />
accuracy of audience measurement<br />
data, MOVE commenced updating<br />
its data on a monthly basis in <strong>2017</strong><br />
to reflect the addition of new sites<br />
as well as changes to existing sites.<br />
GRANT GUESDON | GENERAL MANAGER, MOVE<br />
16
Where people live, work<br />
and socialise<br />
THE <strong>2017</strong> ANNUAL DATA UPDATE REFLECTED AN AUDIENCE GROWTH OF 2.2%, WHICH<br />
IS A TOTAL POTENTIAL AUDIENCE OF 12.6 MILLION PEOPLE ACROSS THE FIVE MAJOR<br />
MARKETS WHO MAKE 52 MILLION TRIPS EACH DAY. THERE WERE 81,980 OUT OF HOME<br />
ADVERTISING FACES MEASURED BY MOVE, AN INCREASE FROM 80,300 IN 2016.<br />
ADVERTISING FACES NATIONWIDE<br />
Brisbane<br />
17,450<br />
Perth<br />
8,000<br />
+2.2%<br />
AUDIENCE GROWTH<br />
Adelaide<br />
5,620<br />
Sydney<br />
30,190<br />
FORMATS AND LOCATIONS<br />
Melbourne<br />
20,720<br />
Airport<br />
2,170<br />
Bus/Light rail/Tram/Train<br />
34,750<br />
Roadside<br />
29,370<br />
Retail internal<br />
7,090<br />
Station<br />
8,590<br />
Note: Rounding has been used for numbers in this report.<br />
17
04 What we do<br />
Investing in the future<br />
IN <strong>2017</strong>, THE INDUSTRY CONTINUED TO EMBRACE DIGITAL OPPORTUNITIES, AND INVEST<br />
IN TECHNOLOGY TO INCREASE AUDIENCE ENGAGEMENT AND DELIVER RETURN ON<br />
INVESTMENT TO ADVERTISERS.<br />
Adshel added 150 digital screens to the<br />
Melbourne CBD and suburban railway<br />
stations and, working with Public<br />
Transport Victoria, designed SmartBus<br />
Totems which delivered real-time<br />
information through the use of low-cost<br />
solar-powered technology.<br />
APN Outdoor continued to expand<br />
its digital network reaching 100 digital<br />
billboards in <strong>2017</strong>, and four new full<br />
motion and audio screens in Perth<br />
Railway Station.<br />
Big Screen Video installed APN Outdoor’s<br />
100th digital billboard, and upgraded the<br />
Adelaide Oval with 1,000 linear metres<br />
of LED screen.<br />
Bishopp Outdoor Advertising worked<br />
closely with Councils and clients to deliver<br />
new landmark digital sites in Bundaberg,<br />
Gladstone, Rockhampton and Ipswich.<br />
goa launched a new flagship site, the<br />
Bowen Hills ICONIC. The culmination of<br />
years of work and planning, the billboard<br />
incorporates a number of new elements<br />
to the design.<br />
JCDecaux continued its digital roll out<br />
across Chatswood, North Sydney and the<br />
Sydney CBD, as well as adding 55 Digital<br />
Citylights across Brisbane’s CBD and inner<br />
suburbs. In addition, 12 new Telstra digital<br />
WiFi enabled payphone kiosks were<br />
unveiled in Perth’s CBD, displaying local<br />
information for the community via Perth<br />
City Council.<br />
oOh!media doubled its large format<br />
digital billboards in <strong>2017</strong> to total more<br />
than 260 in market.<br />
QMS Media ‘switched on’ the first<br />
roadside digital billboards in Canberra.<br />
It also launched QMS Media’s Sport,<br />
delivering a fully integrated sports media<br />
channel through iconic on-field LED<br />
screens, virtual reality branding and instadium<br />
digital integration.<br />
Tonic Health Media built its TV network<br />
from 1,000 to 2,000 screens, updated<br />
its digital signage network with beacon<br />
capability, and acquired a network of<br />
digital screens in pharmacies.<br />
DIGITAL INNOVATIONS IN OOH<br />
Live feeds<br />
NFC and QR Codes<br />
Beacon<br />
technology<br />
Day-parting<br />
technology<br />
Facial<br />
recognition<br />
technology<br />
Geo-targeting<br />
Mobile and social<br />
media integration<br />
Touch-screen<br />
Tap and Go<br />
payments<br />
3D and<br />
Augmented<br />
Reality<br />
18
19 19
04 What we do<br />
Simple, relevant<br />
and clever<br />
THE OPEN SERIES OF BOOKS WAS BORN FROM THE DESIRE<br />
TO CELEBRATE, AND INTERROGATE, STRONG CREATIVE<br />
DESIGN. ILLUSTRATING HOW OUT OF HOME (OOH) IS PART<br />
OF OUR CITYSCAPE, OUR COMMUTE, OUR WEEKEND AND<br />
OUR SHOPPING AND HOLIDAY EXPERIENCES, OOH IS THE<br />
ORIGINAL TWEET AND IT CANNOT BE SWITCHED OFF,<br />
IGNORED OR FAST-FORWARDED.<br />
OPEN 3 , the third edition in the OPEN<br />
series, was developed in partnership<br />
with Federation Publicité Exterieur<br />
International (FEPE), Outdoor Advertising<br />
Association of America (OAAA), Canadian<br />
Out of Home Marketing and Measurement<br />
Bureau, and Outsmart UK. Featuring<br />
a variety of standout OOH campaigns<br />
from Australia and abroad, OPEN 3 is<br />
more than just a collection of images –<br />
it also features opinions and experiences<br />
about advertising and creativity crafted<br />
by a league of world-wide advertising<br />
industry leaders.<br />
The <strong>OMA</strong> distributed OPEN 3 to 2,500<br />
media, marketing, creative, government<br />
and OOH representatives in Australia,<br />
using it as an opportunity to educate<br />
and to inspire, maximising OOH’s creative<br />
potential for brands. The campaigns<br />
featured are evidence of OOH’s increasing<br />
role as an important media channel.<br />
Following international launches, the<br />
<strong>OMA</strong> officially launched OPEN 3 in<br />
Australia in June where the topic Has<br />
commercial creativity in Australia fallen<br />
behind the rest of the world? was debated<br />
by a panel of speakers. The event was<br />
curated in conjunction with Mumbrella<br />
Bespoke, and attracted an audience from<br />
creative and media agencies, as well<br />
as advertisers.<br />
Speakers included:<br />
——<br />
Carmen Bekker, Business Consultant<br />
——<br />
Simon Fowler, Associate Creative<br />
Director, WiTH Collective<br />
——<br />
Andrew Howie, Group Marketing<br />
Manager, Meat and Livestock<br />
Australia<br />
——<br />
Alison Tilling, Head of Planning,<br />
BMF Australia<br />
An additional 4,000 copies of OPEN 3<br />
were distributed internationally including<br />
at major industry conferences and events :<br />
——<br />
OAAA National Conference,<br />
New Orleans, United States<br />
——<br />
FEPE International Conference,<br />
Stockholm, Sweden<br />
20
“The very nature of what we now think of as Out of Home has expanded and become harder<br />
to define – it is branded communication that can happen almost anywhere and be virtually<br />
anything – and that makes it the ultimate opportunist.”<br />
TERRY SAVAGE | CHAIRMAN, CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY<br />
21
04 What we do<br />
We are lucky to have some of<br />
the best creative talent in the<br />
world working in Australia and<br />
we are thrilled to see them<br />
using Out of Home as<br />
their canvas.<br />
TI-AHNA FIRTH | MARKETING MANAGER, <strong>OMA</strong><br />
22
The original tweet<br />
TO INTERROGATE AND CELEBRATE THE BEST IN OUT OF HOME (OOH) CREATIVE,<br />
THE <strong>OMA</strong> LAUNCHED THE CREATIVE COLLECTION COMPETITION IN 2013.<br />
Entries are reviewed each quarter,<br />
with winners selected in the following<br />
categories: best creative execution; best<br />
traditional use of the OOH medium; best<br />
use of a special build; and best use of<br />
technology and innovation.<br />
The judging panel is made up of creative<br />
directors from advertising agencies,<br />
chief marketing officers representing<br />
advertisers, media agency strategists<br />
and buyers, as well as <strong>OMA</strong> members.<br />
We thank our judges who took time<br />
out of their schedules to review each<br />
quarter’s submissions:<br />
——<br />
Nick Errey, Group Corporate<br />
Marketing and Communications<br />
Manager, oOh!media<br />
——<br />
Ruby Grennan, Marketing and<br />
Communications Manager, Adshel<br />
——<br />
Elly Hanlon, General Manager,<br />
Hanlon Industries<br />
——<br />
Paula Keamy, Associate Creative<br />
Director, M&C Saatchi<br />
——<br />
Peta McDowell, Senior Art Director,<br />
M&C Saatchi<br />
——<br />
Joanna Mitchell, Marketing Manager,<br />
Tonic Health Media<br />
——<br />
Damian Potter, Commercial Director,<br />
APN Outdoor<br />
——<br />
Remi Roques, Managing Director,<br />
Ayuda<br />
——<br />
Romy Sedman, Digital Strategy<br />
and Brand Marketing Manager,<br />
JCDecaux<br />
——<br />
Hannah Swarbrick, Marketing<br />
Executive, goa<br />
——<br />
Alison Tilling, Head of Planning, BMF<br />
——<br />
Donna Wishart, Media and<br />
Communications Manager,<br />
Surf Life Saving Australia<br />
In <strong>2017</strong>, we received 110 entries, of which<br />
24 campaigns were chosen for an award<br />
(p. 24).<br />
Winning campaigns came from a range<br />
of categories including clothing, charities,<br />
entertainment, events, online services,<br />
retail, and technology to name a few.<br />
Judging sessions are invigorating, with<br />
pieces of creative hotly debated.<br />
23
04 What we do<br />
<strong>2017</strong> CREATIVE COLLECTION WINNERS<br />
Quarter Best creative execution Honourable mention<br />
Q1 Buttersoft by Fonterra Adidas Stadium to Street by Adidas<br />
Q2 No Turning Back by Nike Baywatch by Paramount Pictures<br />
Q3<br />
The People’s Panel by The Heide Museum of Modern Art<br />
Q4<br />
A twist at every turn by Government of Victoria<br />
Best traditional use of the OOH medium<br />
Honourable mention<br />
Q1<br />
Hungry by Menulog<br />
Q2 $1 Coffee by Hungry Jacks Cenovis by Sanofi Aventis Cenovis<br />
Q3 Billabong Sanctuary by Billabong Santuary The Handmaid’s Tale by SBS<br />
Q4<br />
Bananas by Hort Innovation<br />
Best use of a special build<br />
Honourable mention<br />
Q1<br />
Skull Island by Roadshow Films<br />
Q2<br />
Shake things up with Fanta by Coca-Cola South Pacific<br />
Q3<br />
Discovery by Landrover<br />
Q4 Geostorm by Roadshow Films Spring Carnival by Ladbrokes<br />
Q1<br />
Q2<br />
Q3<br />
Q4<br />
Best use of technology and innovation<br />
Catwalk to Cart by Myer<br />
Arts & Minds by Anglicare Southern Queensland<br />
Answer the call by Australian Football League<br />
#8wordstory by Queensland Writers Centre<br />
Honourable mention<br />
Surf Life Saving Donation Game<br />
by Surf Life Saving Australia<br />
Nutella Morning Moods<br />
by Ferrero Australia Pty Ltd<br />
A Grand Prix winner is selected from the<br />
total sum of winners from each quarter,<br />
and is based on the following criteria:<br />
——<br />
A simple idea that is flawlessly<br />
executed within a single glance<br />
——<br />
Visual impact and strong creative<br />
appeal<br />
——<br />
Encourages people to think and/or<br />
generates an emotional response<br />
——<br />
Clear and obvious branding<br />
——<br />
Complements/strengthens other<br />
mediums (online, mobile, radio, etc.)<br />
——<br />
Contextually relevant<br />
——<br />
The idea lends itself to further<br />
engagement and interaction through<br />
the use of digital technology or<br />
innovation.<br />
The Arts & Minds campaign by<br />
Anglicare won the Grand Prix which<br />
is awarded at the end of the year.<br />
The judges noted its heady combination<br />
of a simple idea, executed to perfection,<br />
using everything OOH has to offer<br />
and amplified by digital. Further, it<br />
accomplished its goal to draw awareness<br />
and raise funds to support people living<br />
with mental health issues.<br />
24
“This campaign reminds us all there are campaigns you do, because you can, rather<br />
than because you should. The Arts & Minds campaign is an absolute should. It was<br />
executed to a very high standard, used technology in ways that added both meaning<br />
and excitement to the idea, and was carefully considered from start to finish.”<br />
ALISON TILLING | HEAD OF PLANNING, BMF<br />
(CREATIVE COLLECTION JUDGE QUARTER TWO AND GRAND PRIX)<br />
25
05 Our contribution<br />
Using our signs for good<br />
<strong>OMA</strong> MEMBERS ARE PROACTIVELY WORKING FOR A SUSTAINABLE INDUSTRY, AND WORK<br />
IN PARTNERSHIP WITH A VARIETY OF ORGANISATIONS TO BROADCAST CAMPAIGNS FOR<br />
THE PUBLIC GOOD.<br />
ROAD SAFETY AND COMMUNITY<br />
SERVICE<br />
The <strong>OMA</strong> and its members are<br />
committed to road safety, especially<br />
when it comes to digital signs.<br />
<strong>2017</strong> saw the industry embark on a major<br />
research project into driver behaviour<br />
in the presence of digital signs, and<br />
it also saw the Department of Main<br />
Roads in Western Australia release<br />
its own research report, finding that<br />
drivers drove better in the presence<br />
of a digital sign.<br />
As urban growth accelerates, Out of<br />
Home (OOH) advertising is perfectly<br />
positioned to reach consumers on every<br />
part of their journey, where they live,<br />
work, shop and socialise. Digital OOH,<br />
integrated WiFi, beacons, and other<br />
technology not only allow brands to<br />
better engage and interact with<br />
consumers, but also facilitate real-time<br />
communications that inform the<br />
community.<br />
There were several ground-breaking<br />
initiatives delivered by <strong>OMA</strong><br />
members in <strong>2017</strong> including:<br />
Adshel and the Australian Radio<br />
Network collaborated with the Road<br />
Safety Commission of Western Australia<br />
on a community service campaign to<br />
save lives. The Might be a Mate campaign<br />
used synchronisation across OOH and<br />
radio, targeting Perth motorists with a<br />
coordinated message which appeared on<br />
digital OOH panels, as well as on radio.<br />
goa continued its ongoing partnership<br />
with Brisbane City Council by<br />
broadcasting community safety<br />
announcements in the event of natural<br />
disasters, terror attacks, Amber Alerts<br />
and any other urgent public safety<br />
announcements across its digital<br />
network.<br />
JCDecaux supported #3500LIVES,<br />
a global campaign developed by the<br />
Fundraising Institute of Australia to<br />
reduce the number of global road<br />
fatalities.<br />
QMS Media, in conjunction with the<br />
Queensland Police, launched an Amber<br />
Alerts campaign. When children go<br />
missing, alerts are broadcast live across<br />
the QMS network within 30 minutes<br />
of the police receiving information.<br />
ENVIRONMENT AND<br />
SUSTAINABILITY<br />
<strong>OMA</strong> members are committed to<br />
environmentally sustainable solutions<br />
as they benefit both the community<br />
and business.<br />
Over the past year, there have been<br />
several activities that have assisted the<br />
industry in its efforts to reduce its<br />
impact on the environment and improve<br />
sustainability:<br />
——<br />
Adopting programs to reduce waste<br />
generation, including production<br />
of lighter weight material used to<br />
skin billboards, resulting in almost<br />
40% less PVC in production and<br />
consequential waste<br />
——<br />
Recycling of 90 – 100% of street<br />
furniture posters<br />
——<br />
Providing sponsorships or in-kind<br />
support towards community<br />
initiatives that champion<br />
environmental causes<br />
——<br />
Investing in LED lighting systems<br />
which both decrease power emissions<br />
and better illuminate panels, reducing<br />
energy consumption by up to 65% at<br />
some sites<br />
——<br />
Installing Smartlink which turns off<br />
lights on unoccupied static billboards,<br />
and solar solutions at suitable sites<br />
which aim to be energy neutral.<br />
<strong>OMA</strong> members are proactive<br />
in establishing achievable and<br />
impactful environmental initiatives<br />
including:<br />
——<br />
Targets to increase the number<br />
of fuel efficient vehicles within<br />
operational transport fleets<br />
——<br />
Monitoring and reporting on evolving<br />
OOH technologies that reduce the<br />
impact of industry on the built and<br />
natural environment<br />
——<br />
Environmental management systems<br />
and best practices ensuring ISO14001<br />
accreditation<br />
——<br />
Benchmarks for monitoring the<br />
reduction in the generation of waste,<br />
including recycling programs for<br />
OOH advertising skins<br />
——<br />
Programs to recycle waste materials<br />
and conserve energy, water and<br />
natural resources through increased<br />
efficiency and the introduction of<br />
new technologies and production<br />
methods.<br />
26
27
05 Our contribution<br />
Great Barrier Reef Foundation – ‘reef scientists’<br />
Working with goa, the Great Barrier Reef Foundation embarked on a mission to harness the<br />
power of citizens to look after our Reef. The campaign actively recruited ‘reef scientists’ to<br />
discover what makes our Great Barrier Reef, great, and what they can do to help keep it that<br />
way. This integrated campaign, encompassing many events along the coast of Queensland,<br />
reached 12 million Australians.<br />
<strong>OMA</strong> 28 <strong>Annual</strong> <strong>Report</strong> <strong>2017</strong>
How we contribute<br />
THE OUT OF HOME (OOH) INDUSTRY HAS BUILT, AND MAINTAINS, MORE THAN<br />
17,000 ITEMS OF COMMUNITY INFRASTRUCTURE VALUED AT $352 MILLION.<br />
This infrastructure includes bus shelters,<br />
kiosks, park benches, pedestrian bridges,<br />
and telephone booths. One dollar out<br />
of every $2 in revenue* is returned<br />
to governments and other landlords<br />
in rent and taxes.<br />
NATIONAL MISSING PERSONS<br />
WEEK<br />
The <strong>2017</strong> campaign marks the ninth year<br />
that the OOH industry has supported<br />
National Missing Persons Week (NMPW)<br />
in New South Wales, and the third year<br />
in partnership with the Australian<br />
Federal Police (AFP).<br />
In partnership with the Queensland<br />
Police Service, the campaign draws<br />
attention and awareness to the 38,000<br />
people who go missing each year, half<br />
of whom are young people aged<br />
between 14 – 17 years.<br />
The <strong>2017</strong> campaign was officially<br />
launched at the GABBA in Brisbane<br />
in partnership with Queensland<br />
Police Service.<br />
COMMUNITY COMMITMENT<br />
<strong>OMA</strong> members provide advertising<br />
space and services to a variety of<br />
not-for-profits, charities, sporting<br />
clubs and community organisations.<br />
In addition, OOH is one of the most<br />
trusted channels to broadcast<br />
government and community awareness<br />
messages, including road safety, public<br />
health, and community service<br />
campaigns. Our members deliver<br />
essential education to citizens and, in the<br />
case of digital OOH, in real-time, too.<br />
It is estimated that the industry donated<br />
media space and advertising production<br />
valued at nearly $36 million and<br />
supported over 220 beneficiaries<br />
including Australian charities, healthcare<br />
organisations, environmental<br />
organisations, public bodies, as well<br />
as arts and cultural organisations<br />
(p. 54 – 55).<br />
Over 2,000 OOH signs nationwide<br />
were donated, valued at almost<br />
$1 million in advertising space,<br />
printing, and other services.<br />
*Deloitte Access Economics, 2016, Out of Home Adds Value: Out of Home Advertising in the Australian Economy.<br />
“Through the support of the <strong>OMA</strong>, the National Missing<br />
Persons Coordination Centre had the opportunity to have<br />
a powerful influence on how the public viewed the profiles<br />
of missing persons. During NMPW we were able to reach<br />
8.5 million people through the display of profiles on multiple<br />
OOH formats.”<br />
JAYNE CROSSLING | ACTING COORDINATOR MISSING PERSONS<br />
AND EXPLOITED CHILDREN, AFP<br />
29
05 Our contribution<br />
Delivering on<br />
community standards<br />
AUSTRALIANS ARE PASSIONATE ABOUT THEIR PUBLIC SPACES, SETTING A VERY<br />
HIGH BAR FOR <strong>OMA</strong> MEMBERS WHEN IT COMES TO CONTENT DISPLAYED ON<br />
OUT OF HOME (OOH) SIGNS.<br />
Working alongside Ad Standards to<br />
ensure OOH advertising meets prevailing<br />
community standards and attitudes, the<br />
<strong>OMA</strong> supports the complaints<br />
procedure, and also works with the<br />
Australian Association of National<br />
Advertisers (AANA), The Communications<br />
Council, and the Alcohol Beverages<br />
Advertising Code (ABAC) Scheme to<br />
ensure that members only display<br />
advertising that both meets Australian<br />
standards and complies with the<br />
self-regulatory codes.<br />
OOH is the ultimate broadcaster to a<br />
large audience, including people of every<br />
age, race, gender and religion. The 2011<br />
Commonwealth Government’s Inquiry<br />
into the Regulation of Outdoor<br />
Advertising confirmed to the industry,<br />
and the <strong>OMA</strong>, that we must be especially<br />
considerate of the way in which we<br />
capture our massive audience’s<br />
attention.<br />
Part of the responsibility of selfregulation<br />
is educating members about<br />
the codes and to ensure that they are<br />
understood. The <strong>OMA</strong> takes responsibility<br />
for this and has established a program<br />
of education and advertising pre-vetting<br />
initiatives including:<br />
——<br />
A regular, national program of<br />
Content Training for members<br />
and agencies<br />
——<br />
An Advertising Content Policy,<br />
including a Copy Advice Service<br />
——<br />
A Concept Advisory Service for<br />
advertisers and creative agencies to<br />
use at the early stage of a campaign’s<br />
development.<br />
THE <strong>OMA</strong> ENDORSES THE DISPLAY OF ADVERTISING THAT ADHERES<br />
TO THE FOLLOWING 17 ADVERTISING INDUSTRY CODES OF PRACTICE:<br />
<strong>OMA</strong> Code of Ethics<br />
<strong>OMA</strong> Advertising Content Policy<br />
<strong>OMA</strong> Digital Signage Policy<br />
<strong>OMA</strong> Alcohol Advertising Policy<br />
<strong>OMA</strong> Political Advertising Policy<br />
<strong>OMA</strong> Environmental and Sustainability Policy<br />
<strong>OMA</strong> Vegetation Management Policy<br />
AANA Code of Ethics<br />
AANA Environmental Claims in Advertising and Marketing Code<br />
AANA Code for Advertising and Marketing Communications to Children<br />
AANA Food and Beverages Advertising and Marketing Communications<br />
Code<br />
Australian Food and Grocery Council Quick Service Restaurant Initiative<br />
ABAC Responsible Alcohol Marketing Code<br />
The Federal Chamber of Automotive Industries’ Voluntary Code of Practice<br />
for Motor Vehicle Advertising<br />
The Therapeutic Goods Advertising Code<br />
The Weight Management Industry Code of Practice<br />
AANA Wagering Advertising and Marketing Communication Code<br />
30
<strong>2017</strong> was a year of real progress<br />
in our collaboration with other<br />
key self-regulatory authorities.<br />
TESS PHILLIPS | GENERAL MANAGER, <strong>OMA</strong><br />
31
05 Our contribution<br />
ADVERTISING CONTENT POLICY<br />
AND CONCEPT ADVISORY SERVICE<br />
<strong>OMA</strong>’s Concept Advisory Service offers<br />
advertisers and creative agencies free<br />
advice at the early stage of a campaign’s<br />
development as to the suitability of<br />
content for Out of Home (OOH)<br />
advertising.<br />
The <strong>OMA</strong> Code of Ethics states that <strong>OMA</strong><br />
members cannot endorse the display of<br />
an advertisement that is likely to breach<br />
the AANA Code of Ethics. Our Concept<br />
Advisory Service helps to eliminate the<br />
likelihood of a breach by gauging<br />
content and determining whether<br />
the proposed advertisement:<br />
——<br />
Is discriminatory, uses sexual appeal<br />
inappropriately, or does not adhere<br />
to public safety standards<br />
——<br />
Contains violence that cannot<br />
be justified in its context<br />
——<br />
Uses language suitable for<br />
a broad audience.<br />
In <strong>2017</strong>, the <strong>OMA</strong> pre-vetted 169 pieces<br />
of advertising creative submitted by<br />
members, rejecting 14 and proposing<br />
modifications to 32 of these<br />
advertisements (almost 20% of all those<br />
received). Once members seek the<br />
<strong>OMA</strong>’s advice on content, they must<br />
comply with it.<br />
Here we can see the <strong>OMA</strong>’s Concept<br />
Advisory Service at work with the<br />
before and after of OOH advertising<br />
artwork as a result of having gone<br />
through a review.<br />
BEFORE<br />
AFTER – BOXER SHORTS ADDED<br />
32
“The <strong>OMA</strong> punches above its weight, ensuring its members’ high levels of compliance with<br />
our self-regulatory system, and also positively influencing the broader advertising industry<br />
through its own initiatives and by supporting the work of other industry associations,<br />
including the AANA.”<br />
JOHN BROOME | CEO, AANA<br />
COMPLAINTS<br />
The majority of OOH advertisements<br />
do not receive community criticism, or<br />
complaint, and of those that do, most are<br />
found to not breach any codes. Since the<br />
2011 Commonwealth Government’s<br />
Inquiry into the Regulation of Outdoor<br />
Advertising, the <strong>OMA</strong> has seen<br />
significant reductions in the number<br />
of upheld complaints, particularly in<br />
the area of Sex, Sexuality and Nudity.<br />
<strong>OMA</strong> members have gone from eight<br />
breaches in 2011 (before our Content<br />
Training Program commenced) to<br />
12 breaches in total across the following<br />
six years. Considering that <strong>OMA</strong><br />
members display over 30,000<br />
campaigns nationally each year, this<br />
equates to less than 1% of all campaigns<br />
breaching any codes.<br />
This is the record of a mature industry<br />
that takes its social responsibility<br />
seriously and understands the role<br />
it plays in the public domain.<br />
Complaints and breaches become<br />
learning tools for the <strong>OMA</strong> and its<br />
members, demonstrating that the system<br />
of self-regulation is working, and<br />
highlighting where it may be improved.<br />
YEAR<br />
NUMBER OF <strong>OMA</strong><br />
MEMBERS’ COMPLAINTS<br />
UPHELD<br />
PERCENTAGE OF<br />
ALL OOH ADS<br />
PERCENTAGE OF<br />
OOH COMPLAINTS<br />
TO AD STANDARDS<br />
IN THE TOP TEN ADS<br />
MOST COMPLAINED<br />
ABOUT<br />
AANA<br />
GUIDELINE<br />
CONTRAVENED<br />
2011 8 .02% 39.1% 3<br />
2012 3 .01% 9.6% 0<br />
2013 1 0.003% 16.8% 1<br />
SEX, SEXUALITY<br />
& NUDITY<br />
VIOLENCE,<br />
HEALTH & SAFETY<br />
SEX, SEXUALITY<br />
& NUDITY<br />
2014 1 0.003% 10.4% 1 VIOLENCE<br />
2015 2 0.006% 9.3% 0<br />
2016 1 0.003% 9.1% 0<br />
<strong>2017</strong> 4 0.012% 8.3% 0<br />
DISCRIMINATION,<br />
HEALTH & SAFETY<br />
SEX, SEXUALITY<br />
& NUDITY<br />
SEXUAL APPEAL, HEALTH &<br />
SAFETY, DISCRIMINATION<br />
33
05 Our contribution<br />
BETTER REGULATION<br />
The aim of the <strong>OMA</strong> is to build a<br />
sustainable industry for its members<br />
while advocating for regulation that<br />
is fair and equitable.<br />
While Australia’s robust system of<br />
self-regulation guides the content that<br />
can be displayed on Out of Home (OOH)<br />
signs, the design, location, and operation<br />
of the signs is dictated by State and<br />
Local government regulations.<br />
The <strong>OMA</strong> is an important partner in the<br />
development and application of these<br />
regulations and has developed close<br />
working relationships with State Road<br />
and Planning Authorities, ensuring that<br />
regulations for roadside signage are safe,<br />
flexible, and evidence-based.<br />
The <strong>OMA</strong> works closely with State<br />
and Local governments to ensure that<br />
guidelines are not overly restrictive,<br />
allowing flexibility for digital signage<br />
to offer more utility and urban renewal<br />
to local government precincts into<br />
the future.<br />
In <strong>2017</strong>, the <strong>OMA</strong> gave evidence at two<br />
Government Inquiries: the ACT<br />
Government Inquiry into Billboard<br />
Advertising and the NSW Government<br />
Inquiry into Alcoholic Beverages<br />
Advertising Prohibition Bill.<br />
In addition, the <strong>OMA</strong> made a total of<br />
14 submissions to State, Territory and<br />
Local governments on topics related<br />
to content regulation, signage<br />
restrictions, vegetation management,<br />
and city planning.<br />
ACT<br />
——<br />
Advertising Inquiry into Billboards<br />
NSW<br />
——<br />
Inquiry into Alcoholic Beverages<br />
Advertising Prohibition Bill 2015<br />
——<br />
Draft Amendment to North Sydney<br />
DCP<br />
——<br />
NSW Planning Legislation Updates<br />
<strong>2017</strong><br />
——<br />
Towards our Greater Sydney 2056<br />
——<br />
NSW Transport Corridor Advertising<br />
Signage Guidelines and SEPP 64<br />
VIC<br />
——<br />
Review of the Native Vegetation<br />
Clearing Regulation<br />
——<br />
Reforming the Victoria Planning<br />
Provisions – A Discussion Paper<br />
QLD<br />
——<br />
Roadside Advertising Guide Review<br />
——<br />
Redland City Council Subordinate<br />
Local Law No.1.4 (Installation of<br />
Advertising Devices)<br />
——<br />
Draft Planning Regulation<br />
——<br />
State Planning Policy and State<br />
Development Assessment Provisions<br />
——<br />
Gladstone Planning Scheme<br />
——<br />
Therapeutic Goods Administration<br />
Consultation: the regulatory<br />
framework for advertising<br />
therapeutic goods<br />
CONFERENCES AND EVENTS<br />
In May, the <strong>OMA</strong> presented to the<br />
Planning Institute of Australia (PIA)’s<br />
National Congress, proposing that OOH<br />
advertising has a role to play in<br />
successful cities by providing<br />
connectivity, a sense of culture and<br />
identity, and to be technology-enabled.<br />
In September, the <strong>OMA</strong> presented on<br />
a similar topic, in partnership with the<br />
Smart Cities Council of Australia, to the<br />
PIA branches in New South Wales (NSW)<br />
and South Australia.<br />
In June, the <strong>OMA</strong> held an industry<br />
conference titled Wine State or Nanny<br />
State?, with a range of industry and<br />
government stakeholders, to explore the<br />
concerns regarding the South Australian<br />
Government’s proposed policy on alcohol<br />
advertising.<br />
<strong>OMA</strong> CODE OF ETHICS<br />
OOH is a powerful media channel,<br />
a prominent fixture for all to see<br />
– where we live, work, shop and<br />
socialise; OOH is un-skippable, can’t<br />
be blocked, muted or fast-forwarded.<br />
This is why it is important for the<br />
industry to have its own Code of<br />
Ethics to ensure that members<br />
operate their businesses responsibly.<br />
The <strong>OMA</strong>’s Code of Ethics, to which<br />
all members must adhere, is a set of<br />
principles that defines the industry’s<br />
standards for doing business with<br />
advertisers and regulators, and<br />
its responsibilities towards the<br />
community and the environment.<br />
The Code of Ethics supplements the<br />
obligations that members are already<br />
required to comply with under<br />
existing Federal and State laws.<br />
34
35
06 People and performance<br />
Spirited and smart<br />
with humour and heart<br />
IN <strong>2017</strong>, THE <strong>OMA</strong> AND MOVE WERE MANAGED BY THE CEO WHO LEADS A TALENTED,<br />
AND PASSIONATE TEAM. WE ARE GRATEFUL FOR THE ASSISTANCE OF CONSULTANTS,<br />
FREELANCERS, AND AGENCIES WHO PROVIDE EXPERTISE FOR A VARIETY OF PROJECTS.<br />
We asked our <strong>OMA</strong> and MOVE teams what motivates them in their role at <strong>OMA</strong> and MOVE.<br />
CHARMAINE MOLDRICH<br />
CEO, <strong>OMA</strong> AND MOVE<br />
Charmaine provides inspired leadership and, in concert<br />
with the Board, determines the values and mission of the<br />
organisation to ensure the success and continued growth<br />
of the OOH industry.<br />
“Out of Home (OOH) is an exciting space to be in: fast<br />
paced, energetic, focused and successful with a<br />
wonderful sense of camaraderie and heart.”<br />
TI–AHNA FIRTH<br />
MARKETING MANAGER, <strong>OMA</strong><br />
Ti-Ahna oversees and manages all <strong>OMA</strong>/MOVE events,<br />
internal and external communications, and industrywide<br />
marketing initiatives.<br />
“There is something new each day which helps me grow<br />
– a challenge, a win, a lesson.”<br />
Left to Right:<br />
Charmaine Moldrich<br />
Ti-Ahna Firth<br />
Kylie Green<br />
Justin Ko<br />
36
KYLIE GREEN<br />
INNOVATION AND TRAINING MANAGER, MOVE<br />
Kylie’s key focus is the project management and<br />
development of the Automated Proposal Platform<br />
in addition to the delivery of MOVE’s training program.<br />
“Driving industry innovation and sharing the experience<br />
with a group of fantastic people.”<br />
HOLLY GREGORY<br />
EXECUTIVE ASSISTANT TO THE CEO<br />
Provides day-to-day support to the CEO, as well as<br />
identifying opportunities to improve member services.<br />
“A fast-paced, ever-evolving environment, with an<br />
innovative and dynamic team who are always striving<br />
for the best.”<br />
GRANT GUESDON<br />
GENERAL MANAGER, MOVE<br />
Grant is responsible for the day-to-day management<br />
of MOVE and its future development, managing<br />
methodology changes, research, and statistical analysis.<br />
“Creating world class audience analysis for the OOH<br />
industry. Solving the unique challenges in measuring<br />
OOH. Working with an amazing group of people.”<br />
JUSTIN KO<br />
SYSTEMS OPERATOR, MOVE<br />
Ensures the MOVE system is operational, updated,<br />
and accurate.<br />
“I thrive seeing my contributions positively affect<br />
the OOH industry; it is tangible evidence of my<br />
accomplishments.”<br />
JULIE MCCLEAN<br />
MARKETING EXECUTIVE, <strong>OMA</strong><br />
Julie implements the <strong>OMA</strong>’s marketing initiatives and<br />
manages the website, social media outputs, and the<br />
newsletter.<br />
“Being part of such an innovative and growing industry.”<br />
DOUGLAS CHAU<br />
SYSTEMS MANAGER, MOVE<br />
RESIGNED JUNE <strong>2017</strong><br />
KATHY HAMILL<br />
GENERAL MANAGER, <strong>OMA</strong><br />
RESIGNED FEBRUARY <strong>2017</strong><br />
TESS PHILLIPS<br />
GENERAL MANAGER, <strong>OMA</strong><br />
Tess oversees the outputs of each department,<br />
ensuring they are in line with business goals and<br />
objectives. Tess also manages the <strong>OMA</strong>’s regulatory<br />
affairs team, making high-level decisions about policy<br />
and strategy.<br />
“I have a fire in my belly because I fight for fairness, and<br />
I do it with, and for, people who challenge me and make<br />
me laugh.”<br />
CATHY TOWERS<br />
PLANNING AND POLICY<br />
OFFICER, <strong>OMA</strong><br />
RESIGNED JULY <strong>2017</strong><br />
Left to Right:<br />
Julie Mclean<br />
Holly Gregory<br />
Grant Guesdon<br />
Tess Phillips<br />
37
06 People and performance<br />
Winners are grinners<br />
<strong>OMA</strong> MEMBERS AND THEIR TEAMS ARE HARDWORKING AND PASSIONATE INDUSTRY<br />
ADVOCATES. THEY ARE CELEBRATED AND RECOGNISED BOTH WITHIN AUSTRALIA<br />
AND INTERNATIONALLY.<br />
INTERNATIONAL RECOGNITION<br />
<strong>OMA</strong> members Brian and Mike Tyquin<br />
were awarded the Lifetime Achievement<br />
Award by Federation Publicité Exterieur<br />
International (FEPE) – the global Out<br />
of Home (OOH) association.<br />
The award was presented at the FEPE<br />
International Congress held in Stockholm<br />
in June by FEPE International Executive<br />
Director, John Ellery.<br />
The Tyquin name has been prominent<br />
in OOH since the 1930s as leaders at<br />
Claude Neon, and as owners of Poster<br />
Display Group.<br />
Today, Mike and his sons Chris, John<br />
and Peter, run goa, a Brisbane based<br />
independent OOH company, while Brian<br />
and his son Andrew run Outdoor<br />
Systems, based in Sydney. Brian’s eldest<br />
son, Mike, is the CEO of Adshel.<br />
NATIONAL RECOGNITION<br />
<strong>2017</strong> MEDIA I AWARDS<br />
The annual Media i Awards acknowledge<br />
the important role media sales<br />
representatives play in the continual<br />
pursuit of media advertising excellence<br />
and are the only awards dedicated to<br />
recognising the contribution of media<br />
owners.<br />
In <strong>2017</strong>, <strong>OMA</strong> members claimed five<br />
awards at the event. Congratulations<br />
to the following individuals and sales<br />
teams who were recognised.<br />
SALES TEAM OF THE YEAR<br />
——<br />
Queensland – JCDecaux: Louise<br />
Nicholls, Gemma Ferrier, Elizabeth<br />
Burnett<br />
Top left with Victor Corones<br />
from Magna Global<br />
OUTDOOR SALES PERSON<br />
OF THE YEAR<br />
——<br />
Western Australia – Phil Dada,<br />
APN Outdoor<br />
Top right<br />
——<br />
South Australia – Maddy Lewis,<br />
oOh!media<br />
Not pictured<br />
——<br />
Queensland – Louise Nicholls,<br />
JCDecaux<br />
Bottom left<br />
——<br />
Victoria – Ben Peel,<br />
oOh!media<br />
Bottom right<br />
Left to Right: Mike Tyquin, Matthew Dearden,<br />
John Ellery and Brian Tyquin in Stockholm<br />
receiving their Lifetime Achievement Award.<br />
38
“Brian and Mike Tyquin have played key roles not only in the development of the<br />
OOH industry in their native Australia but worldwide, too. Their belief that doing the<br />
right thing for the industry would, in turn, result in commercial success is something<br />
that everyone in the global OOH industry can honour, as we do in this Lifetime<br />
Achievement Award.”<br />
NANCY FLETCHER | CEO, OUTDOOR ADVERTISING ASSOCIATION OF AMERICA<br />
39
06 People and performance<br />
Growth continues<br />
IN <strong>2017</strong>, OUT OF HOME (OOH) NET REVENUE ROSE 6% TO AN ALL-TIME HIGH OF $837 MILLION.<br />
The <strong>OMA</strong> generates performance<br />
reporting for the OOH industry through<br />
the compilation of revenue results and<br />
share of advertising spend for its<br />
members, which comprises<br />
approximately 80% of the revenue<br />
generated by the channel.<br />
OOH experienced its eighth year of<br />
consecutive growth in <strong>2017</strong>, posting<br />
a 6% increase on net revenue year-onyear,<br />
taking the industry’s revenue to<br />
an all-time high of $837 million, up<br />
from $789.5 million in 2016.<br />
The demand for immediacy and<br />
flexibility continued to drive Digital<br />
Out of Home (DOOH) net media<br />
revenue upwards in <strong>2017</strong>, representing<br />
47.3% of total OOH revenue, up from<br />
40.2% for the same period in 2016, and<br />
28.4% in 2015.<br />
REVENUE RESULTS<br />
TOTAL OOH REVENUE ($M) 2012 – <strong>2017</strong><br />
TOTAL OOH ORIGINAL<br />
TOTAL OOH REVISED *<br />
($M)<br />
837<br />
800<br />
682<br />
789<br />
700<br />
579<br />
678<br />
600<br />
500<br />
508<br />
503<br />
548<br />
544<br />
602<br />
2012 2013 2014 2015 2016 <strong>2017</strong><br />
DOOH AS A PERCENTAGE OF TOTAL OOH REVENUE 2012 – <strong>2017</strong><br />
50<br />
40<br />
30<br />
20<br />
10<br />
17.2<br />
11.3<br />
7.5<br />
28.4<br />
40.2<br />
47.3<br />
0<br />
2012 2013 2014 2015 2016 <strong>2017</strong><br />
*Numbers were revised to reflect changes in <strong>OMA</strong> membership, allowing direct comparison in revenue year-on-year.<br />
40
PERFORMANCE BY QUARTER<br />
OOH REVENUE RESULTS BY QUARTER ($M) 2015 – <strong>2017</strong><br />
Q1<br />
Q2 Q3 Q4<br />
<strong>2017</strong><br />
2016<br />
2015<br />
0 50 100 150 200 250<br />
First quarter net revenue increased by 5.8% to $186.9 million, up from $176.7 million* in 2016.<br />
Second quarter net revenue increased by 7.0% to $197.5 million, up from $184.6 million* in 2016.<br />
Third quarter net revenue increased by 7.2% to $199.9 million, up from $186.4 million* in 2016.<br />
Fourth quarter net revenue increased by 4.5% to $252.8 million, up from $241.8 million* in 2016.<br />
PERFORMANCE BY FORMATS AND LOCATIONS<br />
OOH REVENUE RESULTS BY FORMATS AND LOCATIONS ($M) 2015 – <strong>2017</strong><br />
Roadside billboards Roadside other Transport Retail/lifestyle/other<br />
Roadside billboards (over and under 25 square metres) $332.6 million.<br />
Roadside other (bus/tram externals, small format, street furniture) $237.3 million.<br />
Transport (including airports) $135.0 million.<br />
^ Retail/lifestyle/other $132.2 million.<br />
^ This category reports shopping centre panels, as well as all<br />
place-based digital inventory including office media – covering<br />
inventory in lifts and office buildings, cafe panels, as well as<br />
digital screens in doctors’ surgeries and medical centres.<br />
Note: Rounding has been used for numbers in this report.<br />
41
06 People and performance<br />
PERCENT SHARE BY MEDIA<br />
OUT OF HOME (OOH) 5.9%<br />
CINEMA 0.9%<br />
PRINT* 13.2%<br />
ONLINE 45.5%<br />
$14.1<br />
billion<br />
TV** 23.1%<br />
RADIO 8.1%<br />
PAY TV 3.2%<br />
2013<br />
2014<br />
2015<br />
2016<br />
<strong>2017</strong><br />
OOH<br />
4.8<br />
5.1<br />
5.3<br />
5.7<br />
5.9<br />
CINEMA<br />
0.9<br />
0.8<br />
0.9<br />
0.9<br />
0.9<br />
PRINT*<br />
22.0<br />
18.8<br />
16.3<br />
13.0<br />
13.2<br />
TV**<br />
30.6<br />
29.3<br />
26.7<br />
24.2<br />
23.1<br />
PAY TV<br />
4.4<br />
4.1<br />
4.0<br />
3.5<br />
3.2<br />
RADIO<br />
9.0<br />
9.0<br />
8.7<br />
8.3<br />
8.1<br />
ONLINE<br />
28.4<br />
32.9<br />
38.3<br />
44.4<br />
45.5<br />
Source: CEASA (prior to <strong>2017</strong> this report excluded Classifieds and Directories for Print and Online).<br />
*Print changed reporting in <strong>2017</strong> to include Digital and Classifieds advertising revenue. Prior to <strong>2017</strong>, Classifieds revenue<br />
was reported separately. In 2016, Classifieds made up 1.6% of the total print revenue figure.<br />
**TV includes Metro and Regional 2011 to 2015 and in addition AVOD (Advertising Revenue from<br />
Video on Demand) for the first time in 2016. AVOD was 0.3% of total spend in 2016.<br />
42
“The Commercial Economic Advisory Service of Australia (CEASA) report for <strong>2017</strong> shows<br />
OOH once again outperforming the total media spend growth, with a 6% growth in revenue<br />
vs total media growth of 2.8%. This result means OOH maintains its place in the top three<br />
revenue growth channels for <strong>2017</strong>.”<br />
CHARMAINE MOLDRICH | CEO, <strong>OMA</strong> AND MOVE<br />
TOP 10 SECTORS<br />
ALL MEDIA<br />
OOH<br />
<strong>2017</strong><br />
2016 TOP 10 SECTORS<br />
<strong>2017</strong> $M 2016 $M<br />
YOY% <strong>2017</strong> $M<br />
%SHARE<br />
1<br />
1<br />
RETAIL<br />
1,895.3 1,922.5<br />
–1.4%<br />
89.3<br />
4.7%<br />
2<br />
2<br />
ENTERTAINMENT & LEISURE<br />
596.4 624.8<br />
–4.5%<br />
67.9<br />
11.4%<br />
3<br />
3<br />
MOTOR VEHICLES<br />
932.1 1,001.4<br />
–6.9%<br />
65.2<br />
7.0%<br />
4<br />
4<br />
FINANCE<br />
517.8 474.4<br />
9.1%<br />
55.5<br />
10.7%<br />
5<br />
5<br />
COMMUNICATIONS<br />
431.8 375.0<br />
15.1%<br />
44.3<br />
10.3%<br />
6<br />
6<br />
FOOD<br />
326.8 315.6<br />
3.6%<br />
42.6<br />
13.0%<br />
7<br />
7<br />
TRAVEL/ACCOMMODATION<br />
784.3 663.9<br />
18.1%<br />
40.0<br />
5.1%<br />
8<br />
8<br />
MEDIA<br />
247.3 259.5<br />
–4.7%<br />
29.6<br />
11.9%<br />
9<br />
9<br />
BEVERAGES-ALCOHOLIC<br />
83.0 74.3<br />
11.7%<br />
28.3<br />
34.1%<br />
10<br />
11<br />
BEVERAGES-NON ALCOHOLIC<br />
114.6 118.4<br />
–3.2%<br />
27.0<br />
23.6%<br />
TOP 10 ADVERTISERS<br />
ALL MEDIA<br />
OOH<br />
<strong>2017</strong> 2016 TOP 10 ADVERTISERS<br />
<strong>2017</strong> $M 2016 $M YOY% <strong>2017</strong> $M %SHARE<br />
1<br />
8<br />
COMMONWEALTH BANK<br />
44.7<br />
31.2<br />
43.4%<br />
9.7<br />
21.7%<br />
2<br />
11<br />
MONDELEZ INTERNATIONAL<br />
39.5<br />
30.9<br />
28.0%<br />
9.4<br />
23.7%<br />
3<br />
4<br />
MCDONALD’S FAMILY RESTAURANTS<br />
80.5<br />
71.9<br />
11.9%<br />
8.5<br />
10.6%<br />
4<br />
1<br />
SINGTEL<br />
30.8<br />
43.0<br />
–30.0%<br />
8.4<br />
27.4%<br />
5<br />
54<br />
VODAFONE COMMUNICATIONS<br />
42.6<br />
28.6<br />
48.9%<br />
7.4<br />
17.3%<br />
6<br />
5<br />
ROADSHOW FILM DISTRIBUTORS<br />
31.8<br />
34.6<br />
–8.3%<br />
7.1<br />
22.5%<br />
7<br />
13<br />
UNILEVER AUSTRALIA<br />
53.5<br />
37.4<br />
43.1%<br />
6.7<br />
12.6%<br />
8<br />
9<br />
TPG INTERNET PTY LTD<br />
17.5<br />
24.2<br />
–27.7%<br />
6.6<br />
37.6%<br />
9<br />
7<br />
APPLE COMPUTERS<br />
30.1<br />
27.2<br />
10.4%<br />
6.4<br />
21.4%<br />
10<br />
10<br />
WOOLWORTHS SUPERMARKETS<br />
71.1<br />
78.3<br />
–9.2%<br />
6.3<br />
8.8%<br />
Source: Nielsen Ad Intel <strong>2017</strong>; Nielsen reserves the right to adjust ranking retrospectively.<br />
43
07 <strong>OMA</strong> members<br />
All for one and one for all<br />
THE <strong>OMA</strong> SERVES ITS MEMBERS BY REPRESENTING AND PROMOTING THE INDUSTRY,<br />
AND ENGAGING STAKEHOLDERS IN CONSTRUCTIVE DISCOURSE.<br />
<strong>OMA</strong> members are part of a local and<br />
global community, supporting one<br />
another individually and collectively as<br />
an industry. With a continuously growing<br />
share of the media pie, we work together<br />
to build the industry’s profile through<br />
research and insights, improve and<br />
transform our offerings with new<br />
technology and innovation, and nurture<br />
a sustainable approach to our growth.<br />
An application for membership requires<br />
the approval from the <strong>OMA</strong>’s Board of<br />
Directors. <strong>OMA</strong> membership is divided<br />
into three categories:<br />
MEDIA DISPLAY MEMBERSHIP<br />
These companies (p. 50) advertise<br />
third-party* products across all<br />
categories in the Out of Home (OOH)<br />
sector including airports, bicycle<br />
stations, billboards, buses, bus stations,<br />
cafes, doctors’ surgeries, free-standing<br />
advertisement panels, light rail, medical<br />
centres, office buildings and lifts,<br />
pedestrian bridges, railway stations,<br />
shopping centres, street furniture (bus/<br />
tram shelters, public toilets, telephone<br />
booths and kiosks), trains, trams and<br />
universities.<br />
NON-MEDIA DISPLAY MEMBERSHIP<br />
These companies (p. 52) include printers<br />
(including the supply of printing<br />
materials), installers, maintenance<br />
fabrication companies and other<br />
producers of billboard skins and vinyls<br />
used for OOH advertisements.<br />
BENEFITS TO MEMBERS<br />
Members form a vital network that is<br />
actively promoted, supported, and<br />
consulted by the <strong>OMA</strong>. Members also<br />
benefit from the lobbying and advocacy<br />
that the <strong>OMA</strong> conducts on their behalf<br />
on regulatory and assessment issues.<br />
The <strong>OMA</strong> does what individual members<br />
cannot do, working on issues of<br />
relevance for the industry as a whole,<br />
with a focus on the following:<br />
INNOVATION<br />
——<br />
Audience measurement<br />
——<br />
The development of custom research<br />
to advance the industry<br />
LEADERSHIP<br />
——<br />
Lobbying and advocacy on legislative<br />
and regulatory issues<br />
——<br />
<strong>OMA</strong>-sponsored thought leadership,<br />
industry seminars, events and awards<br />
——<br />
Communicate the value of the<br />
industry to <strong>OMA</strong> key audiences:<br />
——<br />
Advertisers<br />
——<br />
Creative agencies<br />
——<br />
Government<br />
——<br />
Industry stakeholders<br />
——<br />
Media agencies<br />
STANDARDS<br />
——<br />
The development of industry<br />
standards and guidelines<br />
——<br />
MOVE, the Media Federation of<br />
Australia and Australian Association<br />
of National Advertisers accredited<br />
audience measurement system,<br />
electronic newsletters, media<br />
releases and media summaries, and<br />
regular updates on industry<br />
legislative, regulatory and legal issues<br />
SERVICE<br />
——<br />
Confidential industry revenue reports<br />
——<br />
Industry-specific, customised<br />
Workplace Health and Safety<br />
materials<br />
——<br />
Individual council development<br />
control plans<br />
ASSET OWNER MEMBERSHIP<br />
These companies (p. 53) own the space on<br />
which the OOH advertising is displayed.<br />
(clockwise)<br />
Left to Right: Max Twemlow, JCDecaux and<br />
Craig Johns, Thursday Design<br />
Various members at the <strong>OMA</strong>’s <strong>2017</strong> Christmas<br />
Party<br />
Left to Right: Emily Lewis, TorchMedia and<br />
Colleen Bolton, Claude Outdoor<br />
*Advertising in which the advertisement is not associated with the premises eg. a land or property<br />
owner allows an OOH media company to display an advertisement for a third-party product.<br />
Left to Right: Brendan Hawes, Kelly Forbes,<br />
Madeline Scott and Luke Franklin, Bishopp<br />
Outdoor Advertising<br />
44
“As leaders in the design, engineering and construction of OOH signage,<br />
the team at Hanlon Industries is excited to be welcomed as members<br />
of <strong>OMA</strong>. We look forward to being part of an association that involves<br />
the best companies in the industry to promote and share innovation,<br />
research, trends, knowledge and advocacy.”<br />
PAUL HANLON | MANAGING DIRECTOR, HANLON INDUSTRIES<br />
45
07 <strong>OMA</strong> members<br />
Passionate and<br />
engaged members<br />
THERE ARE FOUR <strong>OMA</strong> COMMITTEES WHO ASSIST IN IDENTIFYING AND MANAGING KEY<br />
ISSUES AFFECTING THE OUT OF HOME (OOH) INDUSTRY. THE COMMITTEES COMPRISE<br />
OF TEAM MEMBERS FROM ACROSS THE <strong>OMA</strong>’S MEMBERSHIP BASE.<br />
FINANCE COMMITTEE<br />
The Finance Committee provides<br />
strategic advice and oversees the<br />
finances of <strong>OMA</strong> and MOVE.<br />
There were two meetings of the Finance<br />
Committee in <strong>2017</strong>.<br />
——<br />
Peter Cargin, QMS Media<br />
——<br />
Wayne Castle, APN Outdoor<br />
——<br />
Chris Hunt, Adshel<br />
——<br />
Peter McClelland, oOh!media<br />
——<br />
Charmaine Moldrich, <strong>OMA</strong> (Chair)<br />
——<br />
Brendan O’Neil, JCDecaux<br />
MARKETING AND SALES<br />
COMMITTEE<br />
The Marketing and Sales Committee<br />
develops strategies for all ongoing<br />
and new marketing and communications<br />
activities undertaken by the <strong>OMA</strong> on<br />
behalf of the industry. There were a total<br />
of three meetings of the Marketing and<br />
Sales Committee in <strong>2017</strong>.<br />
——<br />
Michaela Chan, oOh!media<br />
——<br />
Kirsty Dollisson, TorchMedia (Chair)<br />
——<br />
Max Eburne, JCDecaux<br />
——<br />
Nick Errey, oOh!media<br />
——<br />
Mark Fairhurst, APN Outdoor<br />
——<br />
Ti-Ahna Firth, <strong>OMA</strong><br />
——<br />
Matt Fisher, TorchMedia<br />
——<br />
Sarah Hughes, Adshel<br />
——<br />
Yuki Ito, QMS Media<br />
——<br />
Jane King, APN Outdoor<br />
——<br />
Sara Lappage, QMS Media<br />
——<br />
Emily Lewis, TorchMedia<br />
——<br />
Julie Mclean, <strong>OMA</strong><br />
——<br />
Bruce Mundell, oOh!media<br />
——<br />
Steve O’Connor, JCDecaux<br />
——<br />
Hannah Swarbrick, goa<br />
——<br />
Charlotte Valente, Adshel<br />
——<br />
Essie Wake, JCDecaux<br />
——<br />
Janine Wood, APN Outdoor<br />
——<br />
Christian Zavecz, QMS Media<br />
WORK HEALTH AND SAFETY<br />
COMMITTEE<br />
The Work Health and Safety (WHS)<br />
Committee oversees matters relating to<br />
WHS issues affecting the industry.<br />
There was one WHS installers’ workshop<br />
held in <strong>2017</strong>.<br />
——<br />
Glenn Badcock, JCDecaux<br />
——<br />
Peter Bailey, Bailey Outdoor<br />
Advertising<br />
——<br />
Brad Bishopp, Bishopp Outdoor<br />
Advertising<br />
——<br />
Steve Bovey, QMS Media<br />
——<br />
Paige Forward, Prime Signs<br />
——<br />
Elly Hanlon, Hanlon Industries<br />
——<br />
Mitch James, Paradise Outdoor<br />
Advertising<br />
——<br />
Stephen Lambourne, ADLED<br />
——<br />
Tess Phillips, <strong>OMA</strong> (Chair)<br />
——<br />
Ajay Powell, APN Outdoor<br />
——<br />
Craig Pritchard, Country Outdoor<br />
Signs<br />
——<br />
Rosemary Roberts, oOh!media<br />
——<br />
Blair Robertson, Daktronics<br />
——<br />
Sam Rudd, Prime Signs<br />
——<br />
Michael Saunders, Adshel<br />
——<br />
Peter Savage, Savage Outdoor<br />
——<br />
Nigel Spicer, Cactus Imaging<br />
——<br />
Pete Tyquin, goa<br />
——<br />
Daniel Ward, Ultimate Sign<br />
Installations<br />
——<br />
Dom Weir, Coresafe<br />
——<br />
Collin Willshire, Prime Signs<br />
REGULATORY AFFAIRS<br />
COMMITTEE<br />
The Regulatory Affairs Committees<br />
oversee all regulatory matters affecting<br />
the industry. In <strong>2017</strong>, <strong>OMA</strong> combined the<br />
Victorian Regulatory Affairs Committee<br />
with the New South Wales and Digital<br />
Regulatory Affairs Committee to form<br />
the Regulatory Affairs Committee.<br />
This main Committee held five<br />
meetings, and there were two meetings<br />
of the Queensland Committee in <strong>2017</strong>.<br />
——<br />
Kelly Ainley, Adshel<br />
——<br />
Michael Cali, oOh!media<br />
——<br />
Bronwyn Clementson, APN Outdoor<br />
——<br />
Odette Ferreira, Adshel<br />
——<br />
Graham Johanson, oOh!media<br />
——<br />
Melissa Maggs, goa<br />
——<br />
Alice Magon, oOh!media<br />
——<br />
Charmaine Moldrich, <strong>OMA</strong><br />
——<br />
Steve O’Connor, JCDecaux<br />
——<br />
Tess Phillips, <strong>OMA</strong> (Chair)<br />
——<br />
Damien Rath, APN Outdoor<br />
——<br />
Blair Robertson, Daktronics<br />
——<br />
Adam Trevena, QMS Media<br />
——<br />
Andrew Tyquin, Outdoor Systems<br />
——<br />
Brian Tyquin, Outdoor Systems<br />
——<br />
Matthew Vincent, JCDecaux<br />
——<br />
Diana Woolridge-Jones, Adshel<br />
——<br />
Graeme Wooster, QMS Media<br />
46
QUEENSLAND REGULATORY<br />
AFFAIRS COMMITTEE<br />
——<br />
Kelly Ainley, Adshel<br />
——<br />
Hulwina Azmi, APN Outdoor<br />
——<br />
Peter Bailey, Bailey Outdoor<br />
Advertising<br />
——<br />
Anthony Baxter, Paradise Outdoor<br />
Advertising<br />
——<br />
Brad Bishopp, Bishopp Outdoor<br />
Advertising<br />
——<br />
Odette Ferreira, Adshel<br />
——<br />
Mitch James, Paradise Outdoor<br />
Advertising<br />
——<br />
Graham Johanson, oOh!media<br />
——<br />
Brad Lindsay, APN Outdoor<br />
——<br />
David Lovatt, APN Outdoor<br />
——<br />
Melissa Maggs, goa<br />
——<br />
Nick McAlpine, Bishopp Outdoor<br />
Advertising<br />
——<br />
Charmaine Moldrich, <strong>OMA</strong><br />
——<br />
Tess Phillips, <strong>OMA</strong> (Chair)<br />
——<br />
Peter Reynolds, oOh!media<br />
——<br />
Rob Sharp, ADLED<br />
——<br />
Rod Taylor, Tayco Outdoor<br />
Advertising<br />
——<br />
Adam Trevena, QMS Media<br />
——<br />
Chris Tyquin, goa<br />
——<br />
Matthew Vincent, JCDecaux<br />
——<br />
Diana Woolridge-Jones, Adshel<br />
MEDIA I MOOD AND<br />
SENTIMENT SURVEY<br />
Media i takes the pulse of the industry<br />
with the annual Mood and Sentiment<br />
Survey, in an aim to collate attitudes<br />
and opinions on issues that are affecting<br />
the industry, as well as track sentiments<br />
and performance of agencies, media<br />
channels and media owner sales<br />
representation.<br />
The survey was conducted in October<br />
<strong>2017</strong>, with more than 3,930 respondents.<br />
The OOH industry was rated highly<br />
across all criteria, with a noted increase<br />
in channel attractiveness (second to<br />
Digital), the second highest level of<br />
happiness (after Radio), and the highest<br />
Net Promoter Score of any channel for<br />
the last six years in a row.<br />
Left to Right: Collin Willshire, Prime Signs,<br />
Donna McKiernan, APN Outdoor, Matthew<br />
Vincent, JCDecaux, Jessica Martins, JCDecaux,<br />
Brendan O’Neill, JCDecaux<br />
47
07 <strong>OMA</strong> members<br />
Creating a better<br />
measurement system<br />
IN <strong>2017</strong>, THREE BOARD-APPOINTED COMMITTEES SUPPORTED AND CONTRIBUTED<br />
TO THE ONGOING MANAGEMENT AND DEVELOPMENT OF MOVE.<br />
INDUSTRY USER GROUP<br />
The Industry User Group (IUG)<br />
comprises senior planners and OOH<br />
buyers from major advertising agencies<br />
together with a MOVE Board<br />
representative, the <strong>OMA</strong>/MOVE CEO and<br />
MOVE staff.<br />
The IUG provides strategic advice and<br />
counsel about issues involving MOVE<br />
from the point of view of advertising<br />
planners and ensures users’ interests<br />
are at the forefront of MOVE and its<br />
development.<br />
There were two meetings of the IUG<br />
in <strong>2017</strong>.<br />
——<br />
Tione Blackley, Group M<br />
——<br />
Craig Cooper, Starcom MediaVest<br />
Group<br />
——<br />
Victor Corones, Magna Global<br />
——<br />
Jo Dick, OMD<br />
——<br />
Jackie Edwards, Magna Global<br />
——<br />
Kylie Green, MOVE<br />
——<br />
Grant Guesdon, MOVE<br />
——<br />
Charmaine Moldrich, <strong>OMA</strong>/MOVE<br />
——<br />
Steve O’Connor, <strong>OMA</strong>/MOVE (Chair)<br />
——<br />
Cassandra Thomas–Smith,<br />
Posterscope<br />
TECHNICAL COMMITTEE<br />
The Technical Committee (TECHCOM)<br />
comprises technical representatives from<br />
each of the major operator owners of<br />
MOVE and is supported by MOVE staff.<br />
The TECHCOM oversees all of MOVE’s<br />
technical development and modelling.<br />
This includes data and software updates,<br />
as well as modelling and technical<br />
developments that are used to derive<br />
OOH measurement results.<br />
There were nine meetings of the<br />
TECHCOM in <strong>2017</strong>.<br />
——<br />
Edwina Colquhoun, oOh!media<br />
——<br />
Tara Coverdale, oOh!media<br />
——<br />
Kylie Green, MOVE<br />
——<br />
Grant Guesdon, MOVE (Chair)<br />
——<br />
Sarah Hughes, Adshel<br />
——<br />
Nicky Kiel, APN Outdoor<br />
——<br />
Justin Ko, MOVE<br />
——<br />
James Nettlefold, QMS Media<br />
——<br />
Ashlee Ruff, APN Outdoor<br />
——<br />
Cristina Smart, JCDecaux<br />
——<br />
Max Twemlow, JCDecaux<br />
——<br />
Florence Wong, Adshel<br />
AUT<strong>OMA</strong>TED PROPOSAL<br />
PLATFORM DESIGN COMMITTEE<br />
The Automated Proposal Platform (APP)<br />
Design Committee assists MOVE with<br />
defining the design specification for this<br />
new platform which will allow media<br />
agencies to request proposals from <strong>OMA</strong><br />
member companies and combine these<br />
proposals into a campaign. Agencies will<br />
then be able to confirm bookings and<br />
receive billing files within the software,<br />
as well as having access to MOVE<br />
audience reports. The APP is currently<br />
in development.<br />
There were seven meetings of the APP<br />
Design Committee in <strong>2017</strong>.<br />
——<br />
Cassandra Collins, APN Outdoor<br />
——<br />
Steve Gelan, Adshel<br />
——<br />
Kylie Green, MOVE<br />
——<br />
Grant Guesdon, MOVE<br />
——<br />
John Purcell, oOh!media<br />
——<br />
Jordana Sherlock, QMS Media<br />
——<br />
Cristina Smart, JCDecaux<br />
48
49
07 <strong>OMA</strong> members<br />
A united industry<br />
IN <strong>2017</strong>, THE <strong>OMA</strong> HAD A TOTAL OF 37 MEMBER COMPANIES REPRESENTING<br />
APPROXIMATELY 80% OF THE OUT OF HOME (OOH) INDUSTRY IN AUSTRALIA.<br />
MEDIA DISPLAY MEMBERS – OUTDOOR MEDIA COMPANIES<br />
ADLED is an Australian-owned, Queenslandbased<br />
provider of large format digital billboard<br />
technology. It designs, constructs, and provides<br />
asset management and maintenance for<br />
networks of digital advertising devices<br />
throughout Queensland. ADLED draws together<br />
experience from a number of companies, all of<br />
which have been operating in the Out of Home<br />
and construction industries for decades.<br />
adled.com.au<br />
Bailey Outdoor Advertising is a large-format<br />
billboard company, proudly Queensland owned<br />
and operated. Bailey has been servicing the<br />
Out of Home industry with large-format digital<br />
printing and signage for over 26 years.<br />
bannerspecialists.com.au<br />
JCDecaux is a global Out of Home media<br />
company, with a consistent focus on providing<br />
high quality street furniture and Out of Home<br />
networks. The expansive suite of premium<br />
JCDecaux products, in key metropolitan areas,<br />
delivers advertisers unparalleled access to<br />
affluent audiences across Australia.<br />
jcdecaux.com.au<br />
Adshel enables brands to engage and influence<br />
commuters where they work, live and shop.<br />
Wholly owned by HT&E, Adshel reaches 92% of<br />
Australia, 68 times a fortnight. A market-leader<br />
in innovation across buying models, digitisation,<br />
geo-targeting and audience expertise. Adshel<br />
has the scale, flexibility and creativity to<br />
precisely reach target audiences.<br />
adshel.com.au<br />
Bishopp Outdoor Advertising is Australia’s<br />
largest privately-owned Out of Home media<br />
company, with over 24 years’ experience in<br />
the industry. In <strong>2017</strong>, Bishopp expanded into<br />
airports, increasing its total assets by 2,500+<br />
opportunities across 19 locations in Australia<br />
and New Zealand. From a humble father-andson<br />
start-up to an international media provider,<br />
Bishopp is a Queensland success story.<br />
bishopp.com.au<br />
MOOH is an Out of Home media specialist,<br />
focused on new and innovative digital taxi<br />
media solutions.<br />
mooh.com.au<br />
APN Outdoor is the leader in outdoor<br />
advertising across Australia and New Zealand.<br />
With over 36,000 high-impact sites in iconic<br />
and influential locations, APN Outdoor connects<br />
advertisers with audiences in smarter, more<br />
impactful ways. Listed on the Australian<br />
Securities Exchange, the company is fully<br />
focused on future growth, with significant<br />
investment in driving innovation through data,<br />
insights and digital technologies to ensure<br />
advertisers continually engage and influence<br />
their audiences with impact.<br />
apnoutdoor.com.au<br />
Family owned and operated in Queensland<br />
since 1983, goa’s billboards offer extensive<br />
coverage of the Brisbane market, reaching<br />
85% of southeast Queensland each week.<br />
goa’s mission is to ensure all its experience,<br />
effort and investment is focussed on getting<br />
clients noticed.<br />
goa.com.au<br />
oOh!media’s goal is to help advertisers find<br />
better ways to engage growing audiences<br />
while they are away from home. With an<br />
expansive audience-reaching portfolio of<br />
digital and traditional Out of Home advertising<br />
opportunities, oOh!media delivers innovative,<br />
unmissable media solutions in environments<br />
proven to drive results. Embracing technology<br />
is key to its success, progressing beyond the<br />
screen and leading the industry into richer and<br />
engaging online content. Determined to push<br />
the boundaries of Out of Home technology and<br />
content globally, oOh!media is committed to<br />
working closely with advertisers to help deliver<br />
greater return on investment.<br />
oohmedia.com.au<br />
50
Outdoor Systems is an independent billboard<br />
media company that began in 1986. Its core<br />
focus is on high quality digital and traditional<br />
static large format billboards in the Sydney<br />
market. Outdoor Systems offers sales,<br />
management and development solutions for<br />
new and existing billboard sites, and consulting<br />
services to commercial and local government<br />
stakeholders.<br />
outdoorsystems.com.au<br />
O U T D O O R<br />
Savage Outdoor Advertising is a small familyowned<br />
operation with over 30 years’ experience<br />
in Out of Home media. Savage Outdoor provides<br />
large format displays in key Brisbane areas.<br />
TorchMedia is a specialist in the Out of Home<br />
advertising landscape, providing brands across<br />
Australia a diverse platform of tailored solutions<br />
to drive their brand objectives. TorchMedia’s<br />
range of high-impact transit and targeted retail<br />
formats offers flexible, accountable campaigns<br />
that deliver results.<br />
torchmedia.com.au<br />
From the humblest of local beginnings – a<br />
one-man billboard operation – to becoming<br />
one of the largest and fastest growing regional<br />
advertising organisations in Australia. Paradise<br />
Outdoor Advertising today is still a family<br />
business that manages over 1,100 billboards<br />
across Queensland and Northern Territory: from<br />
Darwin, Port Douglas and down to the Fraser<br />
Coast, Mount Isa, across to the Western Downs,<br />
and all points in between.<br />
paradiseoutdoor.com.au<br />
Established in 2004, Tayco Outdoor<br />
Advertising combines best practice with onthe-ground<br />
expertise and a comprehensive<br />
knowledge of the advertising industry. Through<br />
a consultative approach, Tayco provides a<br />
variety of clients in Queensland with tailored<br />
solutions that are fresh and innovative. Tayco<br />
builds partnerships with its clients and the<br />
community to ensure sustainable, quality and<br />
environmentally friendly products are deployed.<br />
taycooutdoor.com.au<br />
QMS is a leading Out of Home media company<br />
in Australia and New Zealand. Specialising in<br />
providing clients and agency partners with<br />
engaging, impactful and innovative advertising<br />
solutions across its premium digital, outdoor<br />
and sports media network. Connecting<br />
audiences through multiple touchpoints and<br />
customised content, QMS provides multiplatform<br />
engagement across its portfolio<br />
of premium landmark digital and traditional<br />
billboards, exclusive street furniture and airport<br />
signs, and the largest on-field sports media<br />
network in Australia and New Zealand.<br />
qmsmedia.com<br />
Tonic Health Media (THM) is Australia’s largest<br />
health and wellbeing network, created by<br />
health professionals in collaboration with Out<br />
of Home media specialists. Its multi-channel<br />
network delivers geo-targeted messages to<br />
patients and their carers while they wait for<br />
appointments and other health services, in a<br />
variety of locations including pharmacies. Using<br />
digital Out of Home, print and digital posters,<br />
and brochures, THM enables advertisers and<br />
sponsors to connect with an audience of<br />
10 million Australians per month, at a time<br />
when they are most engaged with their<br />
health and lifestyle.<br />
tonichealthmedia.com.au<br />
51
07 <strong>OMA</strong> members<br />
NON-MEDIA DISPLAY MEMBERS – PRODUCTION AND INSTALLATION COMPANIES<br />
With over 30 years’ experience, ACTIVE is the<br />
regions’ largest and most awarded end-to-end<br />
point-of-sale display and signage manufacturer.<br />
Offering a comprehensive suite of in-house<br />
services, ACTIVE’s capabilities, products and<br />
facilities, as well as its ongoing investments in<br />
state-of-the-art manufacturing technologies,<br />
guarantees its clients get the most innovative<br />
solutions.<br />
activedisplay.com.au<br />
Cactus Imaging is Australasia’s leading<br />
production house for the digital printing of<br />
large-format images. It specialises in producing<br />
front-lit and back-lit billboards, fabric displays,<br />
truck-side advertising, stadium and arena<br />
displays, shopping mall displays, transit/taxi<br />
graphics, building wraps, exhibition graphics<br />
and displays, wall murals, banners, movie<br />
and stage backdrops, as well as point-of-sale<br />
displays.<br />
cactusimaging.com.au<br />
Hanlon Industries was established in 2000 and<br />
continues to be an independent, family owned<br />
and operated enterprise. As leaders in the<br />
design, engineering and construction of Out of<br />
Home signage, Hanlon’s professional team tailor<br />
services and customise delivery to suit each and<br />
every client’s specific needs.<br />
hanlonindustries.com.au<br />
Adstream is the fastest way to deliver print<br />
content globally, with more publisher-specific<br />
checks on print files than any other software.<br />
Instantly check, fix and send digital and print<br />
content to any media in the world, in seconds.<br />
adstream.com.au<br />
Coresafe has been providing trusted health,<br />
safety and environmental consultancy services<br />
to <strong>OMA</strong> members for 17 years.<br />
coresafe.com<br />
Key Systems has been successfully supplying<br />
asset management software to Out of Home<br />
media owners since 2005. Its fusion software<br />
manages traditional and digital Out of Home<br />
inventory, maximising the returns generated<br />
and streamlining the Out of Home advertising<br />
life cycle. It is an international company that<br />
understands local industry requirements in all<br />
the countries in which it operates.<br />
keysystemsww.com<br />
Ayuda is an advertising technology company<br />
specialising in Out of Home. The Ayuda<br />
Platform, is used globally by some of the<br />
world’s largest Out of Home companies to<br />
manage day-to-day operations. It includes endto-end<br />
enterprise resource planning specially<br />
built for Out of Home, a fully native ad-based<br />
digital signage platform, and a rich suite of<br />
programmatic offerings that enable Out of<br />
Home media companies to tap into new digital<br />
revenue streams and modernise their trading<br />
models.<br />
ayudasystems.com<br />
As an Australian owned and operated company<br />
with 25 years’ combined experience in the<br />
industry, Big Screen Video is Australia’s most<br />
trusted LED screen supplier. Offering turn-key<br />
solutions and an extensive service department<br />
operating within Australia to make the entire<br />
experience as easy as possible.<br />
bigscreenvideo.com.au<br />
Established in 1976, Country Outdoor Signs is<br />
a specialist sign production, installation and<br />
maintenance company. From the smallest shop<br />
sign to the largest Out of Home advertising<br />
project, Country Outdoor Signs maintains<br />
a professional, progressive and innovative<br />
approach to its clients’ requirements.<br />
cosigns.com.au<br />
Daktronics was founded in 1968 and is the<br />
world’s industry leader in designing and<br />
manufacturing electronic scoreboards,<br />
programmable display systems, and large<br />
screen video displays. It’s the company’s<br />
passion to continuously provide the highest<br />
quality standard display products as well as<br />
custom-designed and integrated systems.<br />
daktronics.com<br />
MMT is one of Australia’s leading large format<br />
digital printing businesses. As pioneers of the<br />
industry, MMT have expanded its printing and<br />
fabrication capabilities significantly to cater<br />
for production of billboards, street furniture,<br />
backlit displays, hoardings, fleet graphics, pointof-sale,<br />
and signage applications with speed<br />
and precision. MMT’s unique processes and<br />
premium quality have been the hallmarks of its<br />
operations since its inception in 1991.<br />
mmtprint.com<br />
52
Omnigraphics is a grand format digital printer,<br />
with offices in Melbourne and Sydney, and<br />
representation in Adelaide, Brisbane and<br />
Perth. Omnigraphics specialises in printing<br />
billboards, banners, street furniture, hoardings,<br />
lightboxes, point-of-purchase, retail signage<br />
and much more. Continued investment in<br />
new technologies and processes makes<br />
Omnigraphics the partner of choice for<br />
Australia’s leading brands.<br />
omnigraphics.com.au<br />
Prismaflex is the only supplier in the world to<br />
be both a real digital printer with a research<br />
and development department for print, and<br />
an industrial manufacturer of display panels<br />
(LED and classic). Prismaflex has over 25 years’<br />
experience with 40 patents in the service of<br />
displays and point-of-purchase.<br />
prismaflex.com<br />
Samsung inspires the world and creates the<br />
future with innovative technology and the<br />
creativity and diversity of its people. Through a<br />
deep understanding of what people need and<br />
want, Samsung Electronics is committed to<br />
enriching its customers’ lives, while contributing<br />
to social prosperity around the world, and<br />
supporting a sustainable environment for us all.<br />
samsung.com<br />
Prime Signs is a family owned and operated,<br />
complete sign service, employing outstanding<br />
people who share its vision of excellence and<br />
diligence. It understands the dynamic and<br />
demanding pace of the industry, insisting<br />
on attention to detail, integrity and forward<br />
thinking. Prime Signs is constantly evolving and<br />
providing outstanding Out of Home installation<br />
services and has delivered in this capacity for<br />
18 years.<br />
primesigns.com.au<br />
Rojo Pacific brings you the world’s best wideformat<br />
media for Out of Home, point-of-sale,<br />
sign and display. Australian owned and with an<br />
extensive national network, it combines global<br />
reach with local expertise and experience<br />
to deliver the right solution, whenever and<br />
wherever you need it.<br />
rojopacific.com.au<br />
From billboard installations, hoardings, truck<br />
signage, car and bus adhesive wraps, small<br />
banners, shop signage, window displays,<br />
sign maintenance, banner finishing services,<br />
steel fabrication, abseiling and everything in<br />
between, USI does it all.<br />
ultimatesigns.com.au<br />
Joined in 2018:<br />
TechFront techfront.com.au<br />
GSP Print Pty Ltd gspprint.com.au<br />
ASSET OWNERS – PROPERTY OWNERS<br />
Joined in 2018:<br />
APEX Outdoor apexdigital.com.au<br />
Roads and Maritime Services (RMS) is an<br />
operating agency within Transport for New<br />
South Wales (NSW). The RMS vision is to enable<br />
safe and efficient journeys throughout NSW.<br />
RMS develops advertising assets to provide<br />
commercial revenue annually for contribution<br />
to road and safety programs. The development<br />
program assesses each site for public safety,<br />
environmental suitability and commercial<br />
opportunities.<br />
rms.nsw.gov.au<br />
Telstra is Australia’s leading telecommunications<br />
and information services company, offering<br />
a full range of communications services and<br />
competing in all telecommunications markets.<br />
In Australia, Telstra provides 17.2 million mobile<br />
services, 7.0 million fixed voice services and<br />
3.4 million retail fixed broadband services.<br />
telstra.com.au<br />
Sydney Airport is Australia’s gateway airport,<br />
serving more than 43.3 million passengers a<br />
year and connecting Sydney to a network of<br />
over 100 international, domestic and regional<br />
destinations. The location benefits both<br />
business and tourism and is a major strength<br />
underpinning Sydney’s future prosperity.<br />
sydneyairport.com.au<br />
XTD Limited has an adaptable system of<br />
internet connected, large format LED video<br />
screens specifically designed for mass-transit<br />
rail environments. XTD, through its division,<br />
Contact Light, has also developed a proprietary<br />
mobile technology that seamlessly and securely<br />
engages with digital Out of Home content.<br />
XTD’s focus is on developing digital Out of<br />
Home hardware and software technology as<br />
well as growing the screen networks. XTD has<br />
long-term operator contracts in Brisbane<br />
and Melbourne.<br />
xtd.tv<br />
53
08 Partners in giving<br />
We give back<br />
ARTS, CHARITY, EDUCATION, ENVIRONMENTAL, AND SPORTING ORGANISATIONS<br />
——<br />
4 ASD KIDS<br />
——<br />
Alzheimer’s Australia NSW<br />
——<br />
Amy Gillett Foundation<br />
——<br />
Anglicare Southern QLD<br />
——<br />
Art Gallery of NSW<br />
——<br />
Asthma Australia<br />
——<br />
ASX Charity Foundation<br />
——<br />
Australia Zoo Wildlife Warriors<br />
——<br />
Australian Children’s Music Foundation<br />
——<br />
Australian Olympic Committee<br />
——<br />
Australian Professional Rodeo Association<br />
——<br />
Australian Red Cross Blood Service<br />
——<br />
Australians for Equality<br />
——<br />
Bandaged Bear Appeal<br />
——<br />
Barnardos Australia<br />
——<br />
Barwon Health Foundation<br />
——<br />
Beyond Blue<br />
——<br />
Bodhi Events<br />
——<br />
BOQ’s Banking on our Kids<br />
——<br />
Bowel Cancer Australia<br />
——<br />
Bravehearts<br />
——<br />
Brotherhood of St Laurence<br />
——<br />
Camp Quality<br />
——<br />
Cancer Council<br />
——<br />
Chain Reaction Challenge Foundation<br />
——<br />
Children’s Cancer Foundation<br />
——<br />
Children’s Multicultural Festival<br />
——<br />
Children’s Hospital Foundation Telethon<br />
——<br />
Chinese Cultural Centre<br />
——<br />
Clean Up Australia<br />
——<br />
Coastal Medical Services Pty Ltd<br />
——<br />
Coda Disability Support Association Inc<br />
——<br />
Community Transport Organisation<br />
——<br />
Connor’s Run<br />
——<br />
Cool Australia<br />
——<br />
Cure Brain Cancer Foundation<br />
——<br />
Dancing Hearts Studio<br />
——<br />
Delta Therapy Dogs<br />
——<br />
Diabetes VIC<br />
——<br />
DrinkWise Australia<br />
——<br />
Dry July<br />
——<br />
Earth Hour<br />
——<br />
Eastern Health<br />
——<br />
Edmund Rice Foundation<br />
——<br />
Egg Corporation<br />
——<br />
Exchange for Change<br />
——<br />
Foodbank<br />
——<br />
For You Haiti<br />
——<br />
Fostering NSW<br />
——<br />
Foundation for Alcohol Research and<br />
Education<br />
——<br />
Fundraising Institute of Australia<br />
——<br />
Give Where You Live<br />
——<br />
Gladstone Women’s Health Centre<br />
——<br />
Golden Octopus Foundation<br />
——<br />
Good Friday Appeal<br />
——<br />
Great Barrier Reef Foundation<br />
——<br />
Grow<br />
——<br />
Guide Dog Association of NSW/ACT<br />
——<br />
Guide Dogs QLD<br />
——<br />
Havas Village<br />
——<br />
High Street Armadale Business<br />
Association<br />
——<br />
Humpty Dumpty Foundation<br />
——<br />
Invictus Games<br />
——<br />
Jean Hailes for Women’s Health<br />
——<br />
Jeans for Genes Day<br />
——<br />
Leukaemia Foundation<br />
——<br />
Little Heroes Foundation<br />
——<br />
Make-a-Wish Australia<br />
——<br />
Marriage Equality<br />
——<br />
Mates4Mates<br />
——<br />
McGrath Foundation<br />
——<br />
Melbourne City Mission<br />
——<br />
Melbourne International Film Festival<br />
——<br />
Mindshift Foundation<br />
——<br />
Moreton Bay Cycling Club<br />
——<br />
Mother’s Day Classic<br />
——<br />
Motor Neuron Disease Australia<br />
——<br />
Movember<br />
——<br />
Murdoch Children’s Research Institute<br />
——<br />
Museum of Applied Arts & Sciences<br />
——<br />
Museum of Contemporary Art<br />
——<br />
National Breast Cancer Foundation<br />
——<br />
National Institute of Integrative Medicine<br />
——<br />
NSW Waratahs<br />
——<br />
Northern Beaches Community College<br />
——<br />
Ocean Rafting<br />
——<br />
Odyssey House<br />
——<br />
Opera Australia<br />
——<br />
Ovarian Cancer Research Fund<br />
——<br />
Oz Harvest<br />
——<br />
Pink Hope<br />
——<br />
Prince Charles Hospital<br />
——<br />
Public Bike Scheme Brisbane<br />
——<br />
QLD Ballet<br />
——<br />
QLD Institute for Urban Indigenous Health<br />
——<br />
QLD Institute of Medical Research<br />
——<br />
QLD Writer’s Centre<br />
——<br />
Red Frogs Australia<br />
——<br />
Red Nose Day<br />
——<br />
Relay for Life<br />
——<br />
Robert Connor Dawes Fund<br />
——<br />
Ronald McDonald House Charities<br />
Australia<br />
——<br />
Royal Children’s Hospital<br />
——<br />
Royal Flying Doctor Service<br />
——<br />
RSPCA Australia<br />
——<br />
RSPCA VIC<br />
——<br />
Salvation Army<br />
——<br />
Shave for a Cure<br />
——<br />
Shelter SA<br />
——<br />
Sony Foundation<br />
54
——<br />
Special Olympics Australia<br />
——<br />
St George Foundation<br />
——<br />
St George Open Air Cinema<br />
——<br />
St Vincent de Paul Society<br />
——<br />
Starlight Foundation<br />
——<br />
Step Back Think<br />
——<br />
Stroke Foundation<br />
——<br />
Sunrise Group<br />
——<br />
Surf Life Saving Australia<br />
——<br />
Surf Life Saving QLD<br />
——<br />
Sweat for Sara Fundraiser<br />
——<br />
Sydney Children’s Hospital<br />
——<br />
Sydney Dogs and Cats Home<br />
——<br />
Sydney Festival<br />
——<br />
Sydney Opera House<br />
——<br />
The Australian Ballet<br />
——<br />
The Benevolent Society<br />
——<br />
The City of Sydney<br />
——<br />
The Heart Foundation<br />
——<br />
The Mary Potter Foundation Inc<br />
——<br />
The Pyjama Foundation<br />
——<br />
Thomas Kelly Youth Foundation<br />
——<br />
Tour de Cure<br />
——<br />
Townsville Choral Society<br />
——<br />
Unicef<br />
——<br />
United Care<br />
——<br />
UnLtd<br />
——<br />
Variety, The Children’s Charity<br />
——<br />
Victorian Deaf Foundation<br />
——<br />
Victorian Youth Symphony Orchestra<br />
——<br />
Vinnies CEO Sleepout<br />
——<br />
Vision Australia NSW<br />
——<br />
Vodafone Foundation<br />
——<br />
Wilmar Sugar<br />
——<br />
Working Against Violence Support Service<br />
——<br />
World Vision Australia<br />
——<br />
YGAP<br />
——<br />
YMCA<br />
——<br />
Youngcare<br />
GOVERNMENT<br />
——<br />
ACT Government<br />
——<br />
ACT Government, Education Directorate<br />
——<br />
Adelaide City Council<br />
——<br />
Australian Government<br />
——<br />
Australian Federal Police<br />
——<br />
Bankstown City Council<br />
——<br />
Brisbane City Council<br />
——<br />
Canada Bay Council<br />
——<br />
Canterbury City Community Centre<br />
——<br />
Central Coast City Council<br />
——<br />
City of Canterbury Bankstown<br />
——<br />
City of Fremantle<br />
——<br />
City of Gold Coast<br />
——<br />
City of Holdfast<br />
——<br />
City of Joondalup<br />
——<br />
City of Melbourne<br />
——<br />
City of Melville<br />
——<br />
City of Norwood Payneham and St Peters<br />
——<br />
City of Perth<br />
——<br />
City of Ryde<br />
——<br />
City of Stonnington<br />
——<br />
City of Subiaco<br />
——<br />
City of Swan<br />
——<br />
City of Sydney<br />
——<br />
Department of Agriculture<br />
——<br />
Department of Environment Water and<br />
Natural Resources<br />
——<br />
Department of Fire and Emergency<br />
Services<br />
——<br />
Department of State Development<br />
——<br />
Department of Transport and Main Roads<br />
——<br />
Department of Treasury and Finance<br />
——<br />
Eastern Metropolitan Regional Council<br />
——<br />
Frankston City Council<br />
——<br />
Gosford City Council<br />
——<br />
Hawkesbury City Council<br />
——<br />
Ku-Ring-Gai Council<br />
——<br />
Lane Cove Council<br />
——<br />
Legal Services Commission<br />
——<br />
Liverpool City Council<br />
——<br />
Lockyer Valley Regional Council<br />
——<br />
Logan City Council<br />
——<br />
Mental Health Commission<br />
——<br />
Mindarie Regional Council<br />
——<br />
Ministry for Primary Industries<br />
——<br />
Motor Accident Commission<br />
——<br />
Northern Beaches Council<br />
——<br />
NSW Environment Protection Authority<br />
——<br />
Office of Road Safety<br />
——<br />
QLD Child and Family Commission<br />
——<br />
QLD Department of Transport and<br />
Main Roads<br />
——<br />
QLD Government<br />
——<br />
QLD Health<br />
——<br />
QLD Police<br />
——<br />
Road Safety Commission<br />
——<br />
Roads and Maritime Services<br />
——<br />
Rockdale City Council<br />
——<br />
SA Department of Planning, Transport<br />
and Infrastructure<br />
——<br />
SA Department of the Premier and<br />
Cabinet<br />
——<br />
SA Drug and Alcohol Services<br />
——<br />
SA Government<br />
——<br />
SA Health<br />
——<br />
SA Primary Industries and Regions<br />
——<br />
Sunshine Coast Regional Council<br />
——<br />
Swan Hill Rural City Council<br />
——<br />
The Organ and Tissue Authority<br />
——<br />
Tourism Whitsundays<br />
——<br />
Townsville City Council<br />
——<br />
Townsville Safe Night Precinct<br />
——<br />
Transdev NSW<br />
——<br />
Transport Accident Commission<br />
——<br />
Transport for NSW<br />
——<br />
Urban Renewal Authority<br />
——<br />
VIC Government<br />
——<br />
VIC Police Blue Ribbon Foundation<br />
——<br />
WA Department of Health<br />
——<br />
WA Government<br />
——<br />
Western Sydney Regional Organisation<br />
of Councils<br />
55
56
Suite 504, 80 William Street<br />
East Sydney, NSW 2011<br />
T 02 8357 9900<br />
E info@oma.org.au<br />
oma.org.au<br />
This report is available at oma.org.au<br />
All photographs © Outdoor Media Association and its members<br />
Publisher: Outdoor Media Association<br />
ISSN – 1839 – 0315 (PRINT) ISSN – 1839 – 0323 (ONLINE)
<strong>OMA</strong>.ORG.AU