OMA Annual Report 2017

ANNUAL REPORT 2017

Look inside
01
The year in Out of Home
Pages 2 – 3
02
Who we are
Pages 4 – 7
03
Our vision
Pages 8 – 13
04
What we do
Pages 14 – 25
05
Our contribution
Pages 26 – 35
06
People and performance
Pages 36 – 43
07
OMA members
Pages 44 – 53
08
Partners in giving
Pages 54 – 55

01 The year in Out of Home
We connect brands
with people
RECORD RESULTS
The OMA celebrated the success of its
members and the Out of Home (OOH)
industry, both locally, and abroad.
Net media revenue for 2017 increased 6%,
reaching an all-time high of $837 million,
with 47.3% attributed to digital OOH.
The Commercial Advisory Service
of Australia reported the OOH share
of advertising spend is 5.9% of the
$14.1 billion total advertising spend.
See p. 38
See p. 40
See p. 42
GOOD FOR FUTURE CITIES
The OOH industry continued to embrace
digital opportunities, and invest in
technology.
With $1 out of every $2 in OOH revenue
returned to governments and other
landlords in rent and taxes, the channel
has helped fund the development and
upkeep of essential public infrastructure.
OMA members continued to build and
maintain over 17,000 items of community
infrastructure valued at $352 million, such
as bus shelters, kiosks, park benches,
pedestrian bridges, and telephone booths.
See p. 18
See p. 29
See p. 29
OMA members supported National
Missing Persons Week with a campaign
that reached 8.5 million people in one
week and was valued at almost $1 million
in advertising space, printing and other
services.
OMA members donated $36 million in
media services and advertising placement
to over 220 community groups and
charities.
The OMA presented Digital Disruption:
How Out of Home can help your city
at the Planning Institute of Australia’s
National Congress in Sydney, highlighting
OOH’s contribution to urban centres, now
and into the future.
See p. 29
See p. 29
See p. 34
2

A GROWING AUDIENCE
30
On average, people are likely to see
30 OOH signs per day across the five
major markets: 17 in Adelaide, 30 in
Brisbane, 28 in Melbourne, 16 in Perth,
and 41 in Sydney.
Since 2010, OOH audiences have grown
23%, outstripping population growth
of 14.9% for the same period.
OOH advertising now reaches 93% of
Australians daily across the five major
markets: Adelaide, Brisbane, Melbourne,
Perth and Sydney.
See p. 6
See p. 9
See p. 9
Nine out of 10 people leave home each
day, making an estimated 52 million trips
– commuting, shopping, and socialising.
In 2017, OOH audiences grew by 2.2%,
an increase of 200,000 since 2016.
The number of OOH advertising faces
measured by MOVE increased to 81,980
in 2017, up from 80,300 in 2016.
See p. 17
See p. 17
See p. 17
3

02 Who we are
Big, bold and
audacious
OUT OF HOME (OOH) IS ADVERTISING FOR PRODUCTS
AND SERVICES THAT YOU SEE OUTSIDE THE HOME, ON
A VARIETY OF SIGNS ACROSS VARIOUS LOCATIONS.
OUTDOOR MEDIA ASSOCIATION
The Outdoor Media Association (OMA)
is the peak industry body that represents
the companies that display these
advertisements.
It also represents companies who own
the signs, as well as companies who
provide facilities to the OOH industry.
OMA members represent approximately
80% of the OOH revenue generated in
Australia.
OOH advertising is always on, delivering
messages 24 hours a day, seven days a
week. It is ubiquitous, innovative,
entertaining, and effective; it invites
people to look up and engage with their
surroundings and communities.
It is the OMA’s mission to build a more
sustainable industry for its members by
promoting the OOH industry and
developing constructive relationships
with stakeholders. Its activities span four
core functions: audience measurement
and data management; marketing and
communications; government relations;
and member services including advisory
and training programs.
exponential growth in OOH audience
numbers, and OOH is now the primary
media channel that connects people
with places.
Over 50% of OOH revenue is returned
to governments and landlords around
Australia, ensuring a constant and
ongoing reinvestment in technology.
This means that the industry is positioned
to deliver smart-city solutions that are
increasingly being realised and embraced.
GOVERNANCE
– The OMA is governed by a Board
of Directors elected by the membership.
The Board met four times in 2017 (p. 12).
– OMA members (p. 50) adhere to an
industry Code of Ethics (p. 34) to
ensure businesses operate responsibly
and abide by the industry’s regulatory
framework.
– The OMA operates nationally and,
prior to July 2005, traded as the
Outdoor Advertising Association of
Australia. It was first incorporated on
1 August 1939.
The industry plays an important role
in the economy and liveability of cities.
By 2050, it is estimated that 94% of the
population will live in urban environments.
This population increase is triggering
FORMATS AND LOCATIONS
Airports Bicycle stations Billboards Bus stations
Buses
4

Cafes Medical centres Pedestrian bridges
Pharmacies
Railway stations
5

02 Who we are
MOVE
Measurement of Outdoor Visibility and
Exposure (MOVE) measures all major
OOH environments including airports,
bus/railway stations and concourses,
bus/train/tram/light rail internal and
external signs, roadside, and shopping
centres. Accessed by 570 users every
month, MOVE allows members to tailor
dynamic and responsive campaigns for
specific sites around the country.
MOVE is the only OOH audience
measurement system in Australia to be
endorsed by the Media Federation of
Australia and the Australian Association
of National Advertisers.
NUMBERS UPDATED MONTHLY
In 2017, MOVE introduced Continuous
Delivery which enables audience
numbers to be updated monthly based
on changes to signage. This was a
massive shift for the industry and a win
for both advertisers and MOVE members
as it ensures more accurate planning and
reporting of campaigns.
ACCURATE MEASUREMENT
MOVE measures 81,980 advertising faces
across Australia’s five major capital
cities: Adelaide, Brisbane, Melbourne,
Perth and Sydney. On average, people
are likely to see 30 OOH signs per day.
WHO USES MOVE?
Increasing the accessibility of MOVE
to improve media planning is a key
objective for the OOH industry. Since
launching in 2010, MOVE has become
an essential tool for media planners and
strategists, and its use continues to
increase – 61 agencies logged on to the
web-based system in 2017. Across these
agencies, a total of 870 users logged in
12,920 times, an increase of 14% across
the 763 agency users who logged in
10,272 times in 2016.
GOVERNANCE
MOVE is owned by a group of
shareholders who vote for a Board
of Directors. There were four official
meetings of the MOVE Board of
Directors in 2017.
COMPANIES MEASURED BY MOVE
——
ADSHEL
——
APN OUTDOOR
——
BISHOPP OUTDOOR ADVERTISING
——
GOA
——
JCDECAUX
——
OOH!MEDIA
——
OUTDOOR SYSTEMS
——
QMS MEDIA
——
SAVAGE OUTDOOR
——
TORCHMEDIA
TRAINING
MOVE provides its users with training
on the system throughout the year.
In 2017, 464 people attended training
(363 agency, 101 operator).
AUTOMATED PROPOSAL
PLATFORM (APP)
In 2017, MOVE began developing the
APP, a software platform that, by
automating the process, will make
it easier for agencies and advertisers
to plan, and buy, OOH. The system is
being developed by the industry in
partnership with its users and is being
built by a local software development
company, Red Ant. It will be launched
in 2018.
FORMATS AND LOCATIONS – CONTINUED
Shopping centres
Street furniture
Telephone booths
Trams/Light rail
Universities
6

“The APP has been designed and built in Red Ant’s Sydney office using technology
which allows the platform to be purpose built and scalable for huge volumes of
data, facilitating high demand surges and advanced interactive functionality. It will
be a highly innovative experience for advertising agencies in terms of ease of use,
campaign integration, and insights.”
BEN STILL | CEO, RED ANT
7

03 Our vision
Now reaching 93% of the
population, OOH is the
headline for our cities, and the
industry is fully equipped
for future growth.
STEVE O’CONNOR | CHAIRMAN, OMA AND MOVE
8

We are part of
modern cities
CHAIRMAN’S MESSAGE
Out of Home (OOH) has undergone a
transformation in 2017, embedding itself
into the ecology of our cities.
The change has been years in the
making, with investments in technology
and partnerships, as well as collaboration
with government. From severe weather
alerts to new product launches, sporting
events, and messages to engage the
public, the utility of OOH is now being
harnessed. Now reaching 93% of the
population, OOH is the headline for our
cities and the industry is equipped for
future growth.
Technology and innovation drive the
industry and not just through digital
OOH (DOOH); we also saw traditional
printed signs making headlines, and
becoming part of the national discourse.
Our network of signs, digital and
traditional, continue to deliver high
impact visibility. DOOH gives advertisers
greater utility, while also allowing them
to be more flexible and get their
messages out faster. The rising share
of our net revenue attributed to DOOH
– which accounts for 47.3% at the end
of 2017 – is evidence of the direction
of this innovative shift.
SUSTAINABLE GROWTH
In my fourth year as Chairman, I am
proud to say that we achieved our eighth
consecutive year of revenue growth,
posting a 6% net media revenue increase
year-on-year. The industry’s net media
revenue reached a record high of
$837 million in 2017, up from $789.5
million in 2016, and accounted for 5.9%
of the total advertising market share.
Over the last seven years, our audience
has grown 23%, which is over indexing
population growth of 14.9%.
We continued to upgrade MOVE to
provide richer and more detailed profiles
of the OOH audience for agencies and
clients and, this year, we introduced
monthly updates to reflect changes in
signage networks.
MAKING IT EASY
In 2017, we started to explore ways
we could improve the OOH buying
experience for agencies and advertisers.
I am proud to say that the development
of the Automated Proposal Platform
commenced, with the first stage to be
released in 2018. Initially, the platform
will allow media agencies to request
proposals from OMA member companies
and combine these proposals into a
campaign. Agencies will then be able to
confirm bookings and receive billing files
within the software, as well as having
access to MOVE audience reports to help
plan more effective campaigns.
CELEBRATING THE INDUSTRY
In June, we celebrated OOH creativity
with the launch of OPEN 3 , the third in
a series that interrogates OOH creative,
and the first in partnership with our
international OOH associations.
OPEN 3 ignites a conversation about
the unique and diverse platform of OOH
and features 74 campaigns, as well as
10 short essays, written by creative
heavyweights from across the globe.
Through the pages, we see how OOH
is a perfectly positioned broadcaster,
allowing advertisers to create a reaction,
get noticed, inspire, or shock. This is
deftly shown in the book’s cover image,
Look at me, a world-first interactive
campaign by UK charity, Women’s Aid,
showing how people can support the
fight against domestic violence.
PART OF THE COMMUNITY
This year, audiences have seen
advertisements that raised awareness
of environmental issues as well as those
for new products. There are many
examples of how our industry is using
the power of OOH for good, with our
members collectively contributing over
$36 million in support of over 220
beneficiaries, including Australian
charities, healthcare and environmental
organisations, public bodies, together
with arts and cultural organisations.
We continue to deliver essential services
and savings to our cities by building and
maintaining public infrastructure such
as bus shelters, kiosks, park benches,
pedestrian bridges, and telephone
booths – a total value of $352 million.
For the ninth consecutive year, OMA
members supported National Missing
Persons Week, partnering with the
Australian Federal Police to promote
a week-long national campaign which
reached 8.5 million Australians with
almost $1 million in donated advertising
space and services.
OUR FUTURE
I am proud of our industry’s achievements
this year. We have made great strides to
ensure OOH is part of the media plan, as
well as the public discourse. As one of
the few media channels continuing to
drive growth, advertisers are increasingly
seizing the opportunities, and embracing
the creative potential of the medium.
We thank the OMA and MOVE teams for
their passion, dedication and creativity
which ensures we approach challenges
and opportunities collaboratively. In
2017, more than any other year, we have
embraced change and together we will
continue to innovate, through technology
and creativity, to maximise the power
of OOH.
STEVE O’CONNOR
CHAIRMAN, OMA AND MOVE
9

03 Our vision
Providing a catalyst
for conversations
CEO’S MESSAGE
The energy of a city is shaped by its
public spaces and how people traverse
within these spaces, interacting with
each other as much as with the built and
natural environment.
The canvas of a city offers creative
opportunities everywhere, and this year
we encouraged people to look up, look
around, and embrace the potential of
Out of Home (OOH).
A PARTNER WITH GOVERNMENT
With OOH advertising reaching more
people each day – a whopping
12.6 million, making 52 million trips across
the five capital city markets, seeing up
to 30 advertising faces – our role as an
industry body that oversees the selfregulatory
framework becomes more
important. The industry’s sustainability
is intrinsically linked to the respect we
show to the communities and the
environments in which we operate. We
are in the midst of great change, and the
role we play is key in responding to our
audience’s needs, be it our members,
advertisers, government or the public.
We are proud to have participated in
the Planning Institute of Australia’s 2017
National Congress in Sydney, presenting
the essential role OOH plays in the
make-up of successful cities of the
future, focusing on the creativity,
innovation, and utility our signs offer.
CHANGE IS IN THE AIR
New South Wales is leading the way with
updates to the planning legislation for
signage – the SEPP 64 – and associated
guidelines that will now simplify the
process of seeking approval for a sign
development.
It also means that there is now one safe,
and consistent standard for the
operation of digital signs in the State.
While digital OOH increases the
relevance of brand messages, all OOH
formats, from roadside and street
furniture, to transport and retail, still
offer high impact and visibility, and
printed posters still comprise a large
proportion of OMA member inventory.
What’s more, in the coming years, the
Internet of Things and Augmented
Reality will start to bring our printed
posters to life.
A RESPONSIBLE INDUSTRY
The issue of content restrictions has
been one of the most pressing matters
in 2017. The OMA has proactively
engaged industry bodies; promoting
its strong track record in upholding the
17 self-regulatory codes it manages.
We work closely with our colleagues
at Ad Standards, the Australian
Association of National Advertisers,
The Communications Council, and the
ABAC Responsible Alcohol Marketing
Scheme to ensure that the industry’s
system of self-regulation delivers high
standards of compliance across all
relevant industry codes of practice.
INVESTMENT IN THE FUTURE
As an ‘at a glance medium’, the OOH
industry has had to be innovative to
remain relevant, and this is more
palpable in the current rapidly changing
media environment. There are 81,980
measurable OOH advertising faces
across Australia and, as urban growth
accelerates, OOH advertising is perfectly
positioned to reach people on every part
of their journey, where we live, work,
shop and socialise. Our members have
invested millions of dollars to deliver new
ways to connect people and cities by
providing a digital network that offers
information, WiFi, and wayfinding,
among other services.
As we look toward our 80th anniversary
in 2019, we are humbled by how far we
have come. Technology and innovation
are allowing us to be more sustainable
with energy neutral signs, solar-powered
technology, recycling of posters and
materials, as well as a reduction in the
use of PVC materials. I am proud to see
the industry embracing its role as a
leader in progressing sustainability and
we will continue on this path.
Thank you to the OMA and MOVE
Boards, led by Chairman Steve O’Connor,
and the committees who endorse our
work with a vigour that ensures our
success.
OOH is part of the public discourse.
It exposes us to a world outside our
curated bubble and invites us to consider
other perspectives. Playing an integral
role in sustaining a thriving economy,
OOH broadcasts to millions of people
each day and headlines messages that
are part of what makes a city diverse, as
well as being a catalyst for conversation.
We look forward to continuing that
conversation with you into the future.
CHARMAINE MOLDRICH
CEO, OMA AND MOVE
10

The canvas of a city offers
creative opportunities
everywhere, and this year we
encouraged people to look up,
look around, and embrace
the potential of OOH.
CHARMAINE MOLDRICH | CEO, OMA AND MOVE
11

03 Our vision
An organisation
worth following
THE OMA AND MOVE OPERATE UNDER THE GUIDANCE OF THE BOARD OF DIRECTORS,
WHO SET THE AGENDA AND PROVIDE DIRECTION THROUGHOUT THE YEAR. PRIORITIES
ARE DETERMINED BASED ON THEIR ASSESSMENT OF THE MARKET IN THE BEST INTEREST
OF THE INDUSTRY AS A WHOLE.
We asked our OMA and MOVE Boards of Directors to tell us about the future of Out of Home.
STEVE O’CONNOR
JCDECAUX
“Led by digital and the increasing availability of powerful
data sets, Out of Home is moving forward into an exciting
period of progress and expansion. Out of Home companies
continue to play an important role in the development
of smart cities, enhanced relationships with citizens, and
integration of live data in urban environments.”
BRAD BISHOPP
BISHOPP OUTDOOR ADVERTISING
“Out of Home leads the sector when it comes to cutthrough
and return on investment because we are
innovative and nimble. I’m excited that over the coming
years our industry will yield fruit that will result in untold
opportunity for our clients.”
Left to Right:
Steve O’Connor
Brendon Cook
Kirsty Dollisson
Chris Tyquin
12

BRENDON COOK
OOH!MEDIA
“Digital Out of Home is really a new medium, with all the
opportunities to evolve just as digital PC and mobile did.
We will only be limited by our own abilities to invent,
invest, and explore the frontier of possibilities.”
KIRSTY DOLLISSON
TORCHMEDIA
“As cities become smarter and audiences adapt to
urban sprawl, the potential for Out of Home to provide
integrated, engaging campaigns at multiple touch
points will be unmatched by other media.”
ANDREW HINES
APN OUTDOOR
“It is a transformative time for Out of Home. The convergence
of data and technology will only drive further growth,
through product innovation, deeper audience understanding,
enhanced targeting capabilities, and trading efficiencies.”
CHRIS TYQUIN
GOA
“What we are now witnessing, in regards to the move
into digital, is simply the first stage of what will be
a multi-generational evolution in the way both our
audiences, and advertisers, will eventually use, and
engage with, Out of Home.”
ROB ATKINSON
ADSHEL – RESIGNED MAY 2017
RICHARD HERRING
APN OUTDOOR – RESIGNED MAY 2017
BARCLAY NETTLEFOLD
QMS MEDIA
“The future of our industry lies in harnessing digital
Out of Home, as it provides immediacy, creativity,
flexibility, and the opportunity to be contextually
relevant. The seismic change that digital is creating,
and how we respond to it, will be the key to our
success.”
MIKE TYQUIN
ADSHEL
“Because of its rapidly evolving nature, Out of Home
is one of the most dynamic and interesting ad channels.
Advertisers continue to seek greater digital coverage
at scale, supported by location-based audience
insights. Data will combine with digital to drive growth.”
Left to Right:
Mike Tyquin
Andrew Hines
Barclay Nettlefold
Brad Bishopp
13

04 What we do
The intersection of the
digital and the physical
OUT OF HOME (OOH) IS A POWERFUL PLATFORM BROADCASTING A RANGE OF BREAK-
THROUGH TECHNOLOGIES, INNOVATIVE MESSAGING, AND CREATIVE EXECUTIONS.
In a world of media fragmentation, where
we block, skip, fast-forward and carefully
curate content, we also gravitate into the
outdoor space for our daily journeys: to
work, to find food, to find love, and to
socialise. Reaching 93% of the Australian
population each day, OOH has continued
to deliver scale, impact and reach. Add in
digital signs, and what we see is that OOH
now delivers even more opportunities.
DIGITAL OOH AS A PERCENT OF TOTAL OOH MEDIA REVENUE
TOTAL OOH MEDIA
REVENUE
IMMEDIATE, FLEXIBLE, AND
TO SCALE
OOH continues to be the channel that
brings digital into the physical world.
OOH is adaptable and nimble, amplifying
messages in ways that integrate with the
consumer’s experience at a particular
time or place.
Digital OOH (DOOH) signs are further
strengthening OOH, taking it from a
passive medium to one that can be fully
interactive; a potential one-stop shop for
promotion, engagement, and transaction.
The immediacy and flexibility of DOOH
is such that messaging can now be
formatted to match the weather, the time
of day, or even social, political, and
sporting events.
DOOH increases the relevance of brand
messages with unlimited creative
potential. OMA members continue
to push the boundaries, searching for
innovative ways to incorporate new
technology into OOH.
In 2017, DOOH net media revenue
represented 47.3% of total OOH media
revenue, up from 40.2% for the same
period last year.
DOOH IN 2017
SAME PERIOD
LAST YEAR
47.3%
40.2%
14

“OOH is in an enviable position as a media channel because it is not disrupted by digital, but
rather enhanced by it. OOH provides a working model of how traditional media and digital
media are rapidly blurring into one and the same thing: we could call it Tradigital. This makes
OOH very complementary to other media channels because it engages consumers when they
are in a receptive frame of mind, welcoming the advertising message rather than skipping,
blocking, streaming or fast-forwarding.”
MARK RITSON | ADJUNCT PROFESSOR, MELBOURNE BUSINESS SCHOOL
15

04 What we do
To ensure the integrity and
accuracy of audience measurement
data, MOVE commenced updating
its data on a monthly basis in 2017
to reflect the addition of new sites
as well as changes to existing sites.
GRANT GUESDON | GENERAL MANAGER, MOVE
16

Where people live, work
and socialise
THE 2017 ANNUAL DATA UPDATE REFLECTED AN AUDIENCE GROWTH OF 2.2%, WHICH
IS A TOTAL POTENTIAL AUDIENCE OF 12.6 MILLION PEOPLE ACROSS THE FIVE MAJOR
MARKETS WHO MAKE 52 MILLION TRIPS EACH DAY. THERE WERE 81,980 OUT OF HOME
ADVERTISING FACES MEASURED BY MOVE, AN INCREASE FROM 80,300 IN 2016.
ADVERTISING FACES NATIONWIDE
Brisbane
17,450
Perth
8,000
+2.2%
AUDIENCE GROWTH
Adelaide
5,620
Sydney
30,190
FORMATS AND LOCATIONS
Melbourne
20,720
Airport
2,170
Bus/Light rail/Tram/Train
34,750
Roadside
29,370
Retail internal
7,090
Station
8,590
Note: Rounding has been used for numbers in this report.
17

04 What we do
Investing in the future
IN 2017, THE INDUSTRY CONTINUED TO EMBRACE DIGITAL OPPORTUNITIES, AND INVEST
IN TECHNOLOGY TO INCREASE AUDIENCE ENGAGEMENT AND DELIVER RETURN ON
INVESTMENT TO ADVERTISERS.
Adshel added 150 digital screens to the
Melbourne CBD and suburban railway
stations and, working with Public
Transport Victoria, designed SmartBus
Totems which delivered real-time
information through the use of low-cost
solar-powered technology.
APN Outdoor continued to expand
its digital network reaching 100 digital
billboards in 2017, and four new full
motion and audio screens in Perth
Railway Station.
Big Screen Video installed APN Outdoor’s
100th digital billboard, and upgraded the
Adelaide Oval with 1,000 linear metres
of LED screen.
Bishopp Outdoor Advertising worked
closely with Councils and clients to deliver
new landmark digital sites in Bundaberg,
Gladstone, Rockhampton and Ipswich.
goa launched a new flagship site, the
Bowen Hills ICONIC. The culmination of
years of work and planning, the billboard
incorporates a number of new elements
to the design.
JCDecaux continued its digital roll out
across Chatswood, North Sydney and the
Sydney CBD, as well as adding 55 Digital
Citylights across Brisbane’s CBD and inner
suburbs. In addition, 12 new Telstra digital
WiFi enabled payphone kiosks were
unveiled in Perth’s CBD, displaying local
information for the community via Perth
City Council.
oOh!media doubled its large format
digital billboards in 2017 to total more
than 260 in market.
QMS Media ‘switched on’ the first
roadside digital billboards in Canberra.
It also launched QMS Media’s Sport,
delivering a fully integrated sports media
channel through iconic on-field LED
screens, virtual reality branding and instadium
digital integration.
Tonic Health Media built its TV network
from 1,000 to 2,000 screens, updated
its digital signage network with beacon
capability, and acquired a network of
digital screens in pharmacies.
DIGITAL INNOVATIONS IN OOH
Live feeds
NFC and QR Codes
Beacon
technology
Day-parting
technology
Facial
recognition
technology
Geo-targeting
Mobile and social
media integration
Touch-screen
Tap and Go
payments
3D and
Augmented
Reality
18

19 19

04 What we do
Simple, relevant
and clever
THE OPEN SERIES OF BOOKS WAS BORN FROM THE DESIRE
TO CELEBRATE, AND INTERROGATE, STRONG CREATIVE
DESIGN. ILLUSTRATING HOW OUT OF HOME (OOH) IS PART
OF OUR CITYSCAPE, OUR COMMUTE, OUR WEEKEND AND
OUR SHOPPING AND HOLIDAY EXPERIENCES, OOH IS THE
ORIGINAL TWEET AND IT CANNOT BE SWITCHED OFF,
IGNORED OR FAST-FORWARDED.
OPEN 3 , the third edition in the OPEN
series, was developed in partnership
with Federation Publicité Exterieur
International (FEPE), Outdoor Advertising
Association of America (OAAA), Canadian
Out of Home Marketing and Measurement
Bureau, and Outsmart UK. Featuring
a variety of standout OOH campaigns
from Australia and abroad, OPEN 3 is
more than just a collection of images –
it also features opinions and experiences
about advertising and creativity crafted
by a league of world-wide advertising
industry leaders.
The OMA distributed OPEN 3 to 2,500
media, marketing, creative, government
and OOH representatives in Australia,
using it as an opportunity to educate
and to inspire, maximising OOH’s creative
potential for brands. The campaigns
featured are evidence of OOH’s increasing
role as an important media channel.
Following international launches, the
OMA officially launched OPEN 3 in
Australia in June where the topic Has
commercial creativity in Australia fallen
behind the rest of the world? was debated
by a panel of speakers. The event was
curated in conjunction with Mumbrella
Bespoke, and attracted an audience from
creative and media agencies, as well
as advertisers.
Speakers included:
——
Carmen Bekker, Business Consultant
——
Simon Fowler, Associate Creative
Director, WiTH Collective
——
Andrew Howie, Group Marketing
Manager, Meat and Livestock
Australia
——
Alison Tilling, Head of Planning,
BMF Australia
An additional 4,000 copies of OPEN 3
were distributed internationally including
at major industry conferences and events :
——
OAAA National Conference,
New Orleans, United States
——
FEPE International Conference,
Stockholm, Sweden
20

“The very nature of what we now think of as Out of Home has expanded and become harder
to define – it is branded communication that can happen almost anywhere and be virtually
anything – and that makes it the ultimate opportunist.”
TERRY SAVAGE | CHAIRMAN, CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY
21

04 What we do
We are lucky to have some of
the best creative talent in the
world working in Australia and
we are thrilled to see them
using Out of Home as
their canvas.
TI-AHNA FIRTH | MARKETING MANAGER, OMA
22

The original tweet
TO INTERROGATE AND CELEBRATE THE BEST IN OUT OF HOME (OOH) CREATIVE,
THE OMA LAUNCHED THE CREATIVE COLLECTION COMPETITION IN 2013.
Entries are reviewed each quarter,
with winners selected in the following
categories: best creative execution; best
traditional use of the OOH medium; best
use of a special build; and best use of
technology and innovation.
The judging panel is made up of creative
directors from advertising agencies,
chief marketing officers representing
advertisers, media agency strategists
and buyers, as well as OMA members.
We thank our judges who took time
out of their schedules to review each
quarter’s submissions:
——
Nick Errey, Group Corporate
Marketing and Communications
Manager, oOh!media
——
Ruby Grennan, Marketing and
Communications Manager, Adshel
——
Elly Hanlon, General Manager,
Hanlon Industries
——
Paula Keamy, Associate Creative
Director, M&C Saatchi
——
Peta McDowell, Senior Art Director,
M&C Saatchi
——
Joanna Mitchell, Marketing Manager,
Tonic Health Media
——
Damian Potter, Commercial Director,
APN Outdoor
——
Remi Roques, Managing Director,
Ayuda
——
Romy Sedman, Digital Strategy
and Brand Marketing Manager,
JCDecaux
——
Hannah Swarbrick, Marketing
Executive, goa
——
Alison Tilling, Head of Planning, BMF
——
Donna Wishart, Media and
Communications Manager,
Surf Life Saving Australia
In 2017, we received 110 entries, of which
24 campaigns were chosen for an award
(p. 24).
Winning campaigns came from a range
of categories including clothing, charities,
entertainment, events, online services,
retail, and technology to name a few.
Judging sessions are invigorating, with
pieces of creative hotly debated.
23

04 What we do
2017 CREATIVE COLLECTION WINNERS
Quarter Best creative execution Honourable mention
Q1 Buttersoft by Fonterra Adidas Stadium to Street by Adidas
Q2 No Turning Back by Nike Baywatch by Paramount Pictures
Q3
The People’s Panel by The Heide Museum of Modern Art
Q4
A twist at every turn by Government of Victoria
Best traditional use of the OOH medium
Honourable mention
Q1
Hungry by Menulog
Q2 $1 Coffee by Hungry Jacks Cenovis by Sanofi Aventis Cenovis
Q3 Billabong Sanctuary by Billabong Santuary The Handmaid’s Tale by SBS
Q4
Bananas by Hort Innovation
Best use of a special build
Honourable mention
Q1
Skull Island by Roadshow Films
Q2
Shake things up with Fanta by Coca-Cola South Pacific
Q3
Discovery by Landrover
Q4 Geostorm by Roadshow Films Spring Carnival by Ladbrokes
Q1
Q2
Q3
Q4
Best use of technology and innovation
Catwalk to Cart by Myer
Arts & Minds by Anglicare Southern Queensland
Answer the call by Australian Football League
#8wordstory by Queensland Writers Centre
Honourable mention
Surf Life Saving Donation Game
by Surf Life Saving Australia
Nutella Morning Moods
by Ferrero Australia Pty Ltd
A Grand Prix winner is selected from the
total sum of winners from each quarter,
and is based on the following criteria:
——
A simple idea that is flawlessly
executed within a single glance
——
Visual impact and strong creative
appeal
——
Encourages people to think and/or
generates an emotional response
——
Clear and obvious branding
——
Complements/strengthens other
mediums (online, mobile, radio, etc.)
——
Contextually relevant
——
The idea lends itself to further
engagement and interaction through
the use of digital technology or
innovation.
The Arts & Minds campaign by
Anglicare won the Grand Prix which
is awarded at the end of the year.
The judges noted its heady combination
of a simple idea, executed to perfection,
using everything OOH has to offer
and amplified by digital. Further, it
accomplished its goal to draw awareness
and raise funds to support people living
with mental health issues.
24

“This campaign reminds us all there are campaigns you do, because you can, rather
than because you should. The Arts & Minds campaign is an absolute should. It was
executed to a very high standard, used technology in ways that added both meaning
and excitement to the idea, and was carefully considered from start to finish.”
ALISON TILLING | HEAD OF PLANNING, BMF
(CREATIVE COLLECTION JUDGE QUARTER TWO AND GRAND PRIX)
25

05 Our contribution
Using our signs for good
OMA MEMBERS ARE PROACTIVELY WORKING FOR A SUSTAINABLE INDUSTRY, AND WORK
IN PARTNERSHIP WITH A VARIETY OF ORGANISATIONS TO BROADCAST CAMPAIGNS FOR
THE PUBLIC GOOD.
ROAD SAFETY AND COMMUNITY
SERVICE
The OMA and its members are
committed to road safety, especially
when it comes to digital signs.
2017 saw the industry embark on a major
research project into driver behaviour
in the presence of digital signs, and
it also saw the Department of Main
Roads in Western Australia release
its own research report, finding that
drivers drove better in the presence
of a digital sign.
As urban growth accelerates, Out of
Home (OOH) advertising is perfectly
positioned to reach consumers on every
part of their journey, where they live,
work, shop and socialise. Digital OOH,
integrated WiFi, beacons, and other
technology not only allow brands to
better engage and interact with
consumers, but also facilitate real-time
communications that inform the
community.
There were several ground-breaking
initiatives delivered by OMA
members in 2017 including:
Adshel and the Australian Radio
Network collaborated with the Road
Safety Commission of Western Australia
on a community service campaign to
save lives. The Might be a Mate campaign
used synchronisation across OOH and
radio, targeting Perth motorists with a
coordinated message which appeared on
digital OOH panels, as well as on radio.
goa continued its ongoing partnership
with Brisbane City Council by
broadcasting community safety
announcements in the event of natural
disasters, terror attacks, Amber Alerts
and any other urgent public safety
announcements across its digital
network.
JCDecaux supported #3500LIVES,
a global campaign developed by the
Fundraising Institute of Australia to
reduce the number of global road
fatalities.
QMS Media, in conjunction with the
Queensland Police, launched an Amber
Alerts campaign. When children go
missing, alerts are broadcast live across
the QMS network within 30 minutes
of the police receiving information.
ENVIRONMENT AND
SUSTAINABILITY
OMA members are committed to
environmentally sustainable solutions
as they benefit both the community
and business.
Over the past year, there have been
several activities that have assisted the
industry in its efforts to reduce its
impact on the environment and improve
sustainability:
——
Adopting programs to reduce waste
generation, including production
of lighter weight material used to
skin billboards, resulting in almost
40% less PVC in production and
consequential waste
——
Recycling of 90 – 100% of street
furniture posters
——
Providing sponsorships or in-kind
support towards community
initiatives that champion
environmental causes
——
Investing in LED lighting systems
which both decrease power emissions
and better illuminate panels, reducing
energy consumption by up to 65% at
some sites
——
Installing Smartlink which turns off
lights on unoccupied static billboards,
and solar solutions at suitable sites
which aim to be energy neutral.
OMA members are proactive
in establishing achievable and
impactful environmental initiatives
including:
——
Targets to increase the number
of fuel efficient vehicles within
operational transport fleets
——
Monitoring and reporting on evolving
OOH technologies that reduce the
impact of industry on the built and
natural environment
——
Environmental management systems
and best practices ensuring ISO14001
accreditation
——
Benchmarks for monitoring the
reduction in the generation of waste,
including recycling programs for
OOH advertising skins
——
Programs to recycle waste materials
and conserve energy, water and
natural resources through increased
efficiency and the introduction of
new technologies and production
methods.
26

27

05 Our contribution
Great Barrier Reef Foundation – ‘reef scientists’
Working with goa, the Great Barrier Reef Foundation embarked on a mission to harness the
power of citizens to look after our Reef. The campaign actively recruited ‘reef scientists’ to
discover what makes our Great Barrier Reef, great, and what they can do to help keep it that
way. This integrated campaign, encompassing many events along the coast of Queensland,
reached 12 million Australians.
OMA 28 Annual Report 2017

How we contribute
THE OUT OF HOME (OOH) INDUSTRY HAS BUILT, AND MAINTAINS, MORE THAN
17,000 ITEMS OF COMMUNITY INFRASTRUCTURE VALUED AT $352 MILLION.
This infrastructure includes bus shelters,
kiosks, park benches, pedestrian bridges,
and telephone booths. One dollar out
of every $2 in revenue* is returned
to governments and other landlords
in rent and taxes.
NATIONAL MISSING PERSONS
WEEK
The 2017 campaign marks the ninth year
that the OOH industry has supported
National Missing Persons Week (NMPW)
in New South Wales, and the third year
in partnership with the Australian
Federal Police (AFP).
In partnership with the Queensland
Police Service, the campaign draws
attention and awareness to the 38,000
people who go missing each year, half
of whom are young people aged
between 14 – 17 years.
The 2017 campaign was officially
launched at the GABBA in Brisbane
in partnership with Queensland
Police Service.
COMMUNITY COMMITMENT
OMA members provide advertising
space and services to a variety of
not-for-profits, charities, sporting
clubs and community organisations.
In addition, OOH is one of the most
trusted channels to broadcast
government and community awareness
messages, including road safety, public
health, and community service
campaigns. Our members deliver
essential education to citizens and, in the
case of digital OOH, in real-time, too.
It is estimated that the industry donated
media space and advertising production
valued at nearly $36 million and
supported over 220 beneficiaries
including Australian charities, healthcare
organisations, environmental
organisations, public bodies, as well
as arts and cultural organisations
(p. 54 – 55).
Over 2,000 OOH signs nationwide
were donated, valued at almost
$1 million in advertising space,
printing, and other services.
*Deloitte Access Economics, 2016, Out of Home Adds Value: Out of Home Advertising in the Australian Economy.
“Through the support of the OMA, the National Missing
Persons Coordination Centre had the opportunity to have
a powerful influence on how the public viewed the profiles
of missing persons. During NMPW we were able to reach
8.5 million people through the display of profiles on multiple
OOH formats.”
JAYNE CROSSLING | ACTING COORDINATOR MISSING PERSONS
AND EXPLOITED CHILDREN, AFP
29

05 Our contribution
Delivering on
community standards
AUSTRALIANS ARE PASSIONATE ABOUT THEIR PUBLIC SPACES, SETTING A VERY
HIGH BAR FOR OMA MEMBERS WHEN IT COMES TO CONTENT DISPLAYED ON
OUT OF HOME (OOH) SIGNS.
Working alongside Ad Standards to
ensure OOH advertising meets prevailing
community standards and attitudes, the
OMA supports the complaints
procedure, and also works with the
Australian Association of National
Advertisers (AANA), The Communications
Council, and the Alcohol Beverages
Advertising Code (ABAC) Scheme to
ensure that members only display
advertising that both meets Australian
standards and complies with the
self-regulatory codes.
OOH is the ultimate broadcaster to a
large audience, including people of every
age, race, gender and religion. The 2011
Commonwealth Government’s Inquiry
into the Regulation of Outdoor
Advertising confirmed to the industry,
and the OMA, that we must be especially
considerate of the way in which we
capture our massive audience’s
attention.
Part of the responsibility of selfregulation
is educating members about
the codes and to ensure that they are
understood. The OMA takes responsibility
for this and has established a program
of education and advertising pre-vetting
initiatives including:
——
A regular, national program of
Content Training for members
and agencies
——
An Advertising Content Policy,
including a Copy Advice Service
——
A Concept Advisory Service for
advertisers and creative agencies to
use at the early stage of a campaign’s
development.
THE OMA ENDORSES THE DISPLAY OF ADVERTISING THAT ADHERES
TO THE FOLLOWING 17 ADVERTISING INDUSTRY CODES OF PRACTICE:
OMA Code of Ethics
OMA Advertising Content Policy
OMA Digital Signage Policy
OMA Alcohol Advertising Policy
OMA Political Advertising Policy
OMA Environmental and Sustainability Policy
OMA Vegetation Management Policy
AANA Code of Ethics
AANA Environmental Claims in Advertising and Marketing Code
AANA Code for Advertising and Marketing Communications to Children
AANA Food and Beverages Advertising and Marketing Communications
Code
Australian Food and Grocery Council Quick Service Restaurant Initiative
ABAC Responsible Alcohol Marketing Code
The Federal Chamber of Automotive Industries’ Voluntary Code of Practice
for Motor Vehicle Advertising
The Therapeutic Goods Advertising Code
The Weight Management Industry Code of Practice
AANA Wagering Advertising and Marketing Communication Code
30

2017 was a year of real progress
in our collaboration with other
key self-regulatory authorities.
TESS PHILLIPS | GENERAL MANAGER, OMA
31

05 Our contribution
ADVERTISING CONTENT POLICY
AND CONCEPT ADVISORY SERVICE
OMA’s Concept Advisory Service offers
advertisers and creative agencies free
advice at the early stage of a campaign’s
development as to the suitability of
content for Out of Home (OOH)
advertising.
The OMA Code of Ethics states that OMA
members cannot endorse the display of
an advertisement that is likely to breach
the AANA Code of Ethics. Our Concept
Advisory Service helps to eliminate the
likelihood of a breach by gauging
content and determining whether
the proposed advertisement:
——
Is discriminatory, uses sexual appeal
inappropriately, or does not adhere
to public safety standards
——
Contains violence that cannot
be justified in its context
——
Uses language suitable for
a broad audience.
In 2017, the OMA pre-vetted 169 pieces
of advertising creative submitted by
members, rejecting 14 and proposing
modifications to 32 of these
advertisements (almost 20% of all those
received). Once members seek the
OMA’s advice on content, they must
comply with it.
Here we can see the OMA’s Concept
Advisory Service at work with the
before and after of OOH advertising
artwork as a result of having gone
through a review.
BEFORE
AFTER – BOXER SHORTS ADDED
32

“The OMA punches above its weight, ensuring its members’ high levels of compliance with
our self-regulatory system, and also positively influencing the broader advertising industry
through its own initiatives and by supporting the work of other industry associations,
including the AANA.”
JOHN BROOME | CEO, AANA
COMPLAINTS
The majority of OOH advertisements
do not receive community criticism, or
complaint, and of those that do, most are
found to not breach any codes. Since the
2011 Commonwealth Government’s
Inquiry into the Regulation of Outdoor
Advertising, the OMA has seen
significant reductions in the number
of upheld complaints, particularly in
the area of Sex, Sexuality and Nudity.
OMA members have gone from eight
breaches in 2011 (before our Content
Training Program commenced) to
12 breaches in total across the following
six years. Considering that OMA
members display over 30,000
campaigns nationally each year, this
equates to less than 1% of all campaigns
breaching any codes.
This is the record of a mature industry
that takes its social responsibility
seriously and understands the role
it plays in the public domain.
Complaints and breaches become
learning tools for the OMA and its
members, demonstrating that the system
of self-regulation is working, and
highlighting where it may be improved.
YEAR
NUMBER OF OMA
MEMBERS’ COMPLAINTS
UPHELD
PERCENTAGE OF
ALL OOH ADS
PERCENTAGE OF
OOH COMPLAINTS
TO AD STANDARDS
IN THE TOP TEN ADS
MOST COMPLAINED
ABOUT
AANA
GUIDELINE
CONTRAVENED
2011 8 .02% 39.1% 3
2012 3 .01% 9.6% 0
2013 1 0.003% 16.8% 1
SEX, SEXUALITY
& NUDITY
VIOLENCE,
HEALTH & SAFETY
SEX, SEXUALITY
& NUDITY
2014 1 0.003% 10.4% 1 VIOLENCE
2015 2 0.006% 9.3% 0
2016 1 0.003% 9.1% 0
2017 4 0.012% 8.3% 0
DISCRIMINATION,
HEALTH & SAFETY
SEX, SEXUALITY
& NUDITY
SEXUAL APPEAL, HEALTH &
SAFETY, DISCRIMINATION
33

05 Our contribution
BETTER REGULATION
The aim of the OMA is to build a
sustainable industry for its members
while advocating for regulation that
is fair and equitable.
While Australia’s robust system of
self-regulation guides the content that
can be displayed on Out of Home (OOH)
signs, the design, location, and operation
of the signs is dictated by State and
Local government regulations.
The OMA is an important partner in the
development and application of these
regulations and has developed close
working relationships with State Road
and Planning Authorities, ensuring that
regulations for roadside signage are safe,
flexible, and evidence-based.
The OMA works closely with State
and Local governments to ensure that
guidelines are not overly restrictive,
allowing flexibility for digital signage
to offer more utility and urban renewal
to local government precincts into
the future.
In 2017, the OMA gave evidence at two
Government Inquiries: the ACT
Government Inquiry into Billboard
Advertising and the NSW Government
Inquiry into Alcoholic Beverages
Advertising Prohibition Bill.
In addition, the OMA made a total of
14 submissions to State, Territory and
Local governments on topics related
to content regulation, signage
restrictions, vegetation management,
and city planning.
ACT
——
Advertising Inquiry into Billboards
NSW
——
Inquiry into Alcoholic Beverages
Advertising Prohibition Bill 2015
——
Draft Amendment to North Sydney
DCP
——
NSW Planning Legislation Updates
2017
——
Towards our Greater Sydney 2056
——
NSW Transport Corridor Advertising
Signage Guidelines and SEPP 64
VIC
——
Review of the Native Vegetation
Clearing Regulation
——
Reforming the Victoria Planning
Provisions – A Discussion Paper
QLD
——
Roadside Advertising Guide Review
——
Redland City Council Subordinate
Local Law No.1.4 (Installation of
Advertising Devices)
——
Draft Planning Regulation
——
State Planning Policy and State
Development Assessment Provisions
——
Gladstone Planning Scheme
——
Therapeutic Goods Administration
Consultation: the regulatory
framework for advertising
therapeutic goods
CONFERENCES AND EVENTS
In May, the OMA presented to the
Planning Institute of Australia (PIA)’s
National Congress, proposing that OOH
advertising has a role to play in
successful cities by providing
connectivity, a sense of culture and
identity, and to be technology-enabled.
In September, the OMA presented on
a similar topic, in partnership with the
Smart Cities Council of Australia, to the
PIA branches in New South Wales (NSW)
and South Australia.
In June, the OMA held an industry
conference titled Wine State or Nanny
State?, with a range of industry and
government stakeholders, to explore the
concerns regarding the South Australian
Government’s proposed policy on alcohol
advertising.
OMA CODE OF ETHICS
OOH is a powerful media channel,
a prominent fixture for all to see
– where we live, work, shop and
socialise; OOH is un-skippable, can’t
be blocked, muted or fast-forwarded.
This is why it is important for the
industry to have its own Code of
Ethics to ensure that members
operate their businesses responsibly.
The OMA’s Code of Ethics, to which
all members must adhere, is a set of
principles that defines the industry’s
standards for doing business with
advertisers and regulators, and
its responsibilities towards the
community and the environment.
The Code of Ethics supplements the
obligations that members are already
required to comply with under
existing Federal and State laws.
34

35

06 People and performance
Spirited and smart
with humour and heart
IN 2017, THE OMA AND MOVE WERE MANAGED BY THE CEO WHO LEADS A TALENTED,
AND PASSIONATE TEAM. WE ARE GRATEFUL FOR THE ASSISTANCE OF CONSULTANTS,
FREELANCERS, AND AGENCIES WHO PROVIDE EXPERTISE FOR A VARIETY OF PROJECTS.
We asked our OMA and MOVE teams what motivates them in their role at OMA and MOVE.
CHARMAINE MOLDRICH
CEO, OMA AND MOVE
Charmaine provides inspired leadership and, in concert
with the Board, determines the values and mission of the
organisation to ensure the success and continued growth
of the OOH industry.
“Out of Home (OOH) is an exciting space to be in: fast
paced, energetic, focused and successful with a
wonderful sense of camaraderie and heart.”
TI–AHNA FIRTH
MARKETING MANAGER, OMA
Ti-Ahna oversees and manages all OMA/MOVE events,
internal and external communications, and industrywide
marketing initiatives.
“There is something new each day which helps me grow
– a challenge, a win, a lesson.”
Left to Right:
Charmaine Moldrich
Ti-Ahna Firth
Kylie Green
Justin Ko
36

KYLIE GREEN
INNOVATION AND TRAINING MANAGER, MOVE
Kylie’s key focus is the project management and
development of the Automated Proposal Platform
in addition to the delivery of MOVE’s training program.
“Driving industry innovation and sharing the experience
with a group of fantastic people.”
HOLLY GREGORY
EXECUTIVE ASSISTANT TO THE CEO
Provides day-to-day support to the CEO, as well as
identifying opportunities to improve member services.
“A fast-paced, ever-evolving environment, with an
innovative and dynamic team who are always striving
for the best.”
GRANT GUESDON
GENERAL MANAGER, MOVE
Grant is responsible for the day-to-day management
of MOVE and its future development, managing
methodology changes, research, and statistical analysis.
“Creating world class audience analysis for the OOH
industry. Solving the unique challenges in measuring
OOH. Working with an amazing group of people.”
JUSTIN KO
SYSTEMS OPERATOR, MOVE
Ensures the MOVE system is operational, updated,
and accurate.
“I thrive seeing my contributions positively affect
the OOH industry; it is tangible evidence of my
accomplishments.”
JULIE MCCLEAN
MARKETING EXECUTIVE, OMA
Julie implements the OMA’s marketing initiatives and
manages the website, social media outputs, and the
newsletter.
“Being part of such an innovative and growing industry.”
DOUGLAS CHAU
SYSTEMS MANAGER, MOVE
RESIGNED JUNE 2017
KATHY HAMILL
GENERAL MANAGER, OMA
RESIGNED FEBRUARY 2017
TESS PHILLIPS
GENERAL MANAGER, OMA
Tess oversees the outputs of each department,
ensuring they are in line with business goals and
objectives. Tess also manages the OMA’s regulatory
affairs team, making high-level decisions about policy
and strategy.
“I have a fire in my belly because I fight for fairness, and
I do it with, and for, people who challenge me and make
me laugh.”
CATHY TOWERS
PLANNING AND POLICY
OFFICER, OMA
RESIGNED JULY 2017
Left to Right:
Julie Mclean
Holly Gregory
Grant Guesdon
Tess Phillips
37

06 People and performance
Winners are grinners
OMA MEMBERS AND THEIR TEAMS ARE HARDWORKING AND PASSIONATE INDUSTRY
ADVOCATES. THEY ARE CELEBRATED AND RECOGNISED BOTH WITHIN AUSTRALIA
AND INTERNATIONALLY.
INTERNATIONAL RECOGNITION
OMA members Brian and Mike Tyquin
were awarded the Lifetime Achievement
Award by Federation Publicité Exterieur
International (FEPE) – the global Out
of Home (OOH) association.
The award was presented at the FEPE
International Congress held in Stockholm
in June by FEPE International Executive
Director, John Ellery.
The Tyquin name has been prominent
in OOH since the 1930s as leaders at
Claude Neon, and as owners of Poster
Display Group.
Today, Mike and his sons Chris, John
and Peter, run goa, a Brisbane based
independent OOH company, while Brian
and his son Andrew run Outdoor
Systems, based in Sydney. Brian’s eldest
son, Mike, is the CEO of Adshel.
NATIONAL RECOGNITION
2017 MEDIA I AWARDS
The annual Media i Awards acknowledge
the important role media sales
representatives play in the continual
pursuit of media advertising excellence
and are the only awards dedicated to
recognising the contribution of media
owners.
In 2017, OMA members claimed five
awards at the event. Congratulations
to the following individuals and sales
teams who were recognised.
SALES TEAM OF THE YEAR
——
Queensland – JCDecaux: Louise
Nicholls, Gemma Ferrier, Elizabeth
Burnett
Top left with Victor Corones
from Magna Global
OUTDOOR SALES PERSON
OF THE YEAR
——
Western Australia – Phil Dada,
APN Outdoor
Top right
——
South Australia – Maddy Lewis,
oOh!media
Not pictured
——
Queensland – Louise Nicholls,
JCDecaux
Bottom left
——
Victoria – Ben Peel,
oOh!media
Bottom right
Left to Right: Mike Tyquin, Matthew Dearden,
John Ellery and Brian Tyquin in Stockholm
receiving their Lifetime Achievement Award.
38

“Brian and Mike Tyquin have played key roles not only in the development of the
OOH industry in their native Australia but worldwide, too. Their belief that doing the
right thing for the industry would, in turn, result in commercial success is something
that everyone in the global OOH industry can honour, as we do in this Lifetime
Achievement Award.”
NANCY FLETCHER | CEO, OUTDOOR ADVERTISING ASSOCIATION OF AMERICA
39

06 People and performance
Growth continues
IN 2017, OUT OF HOME (OOH) NET REVENUE ROSE 6% TO AN ALL-TIME HIGH OF $837 MILLION.
The OMA generates performance
reporting for the OOH industry through
the compilation of revenue results and
share of advertising spend for its
members, which comprises
approximately 80% of the revenue
generated by the channel.
OOH experienced its eighth year of
consecutive growth in 2017, posting
a 6% increase on net revenue year-onyear,
taking the industry’s revenue to
an all-time high of $837 million, up
from $789.5 million in 2016.
The demand for immediacy and
flexibility continued to drive Digital
Out of Home (DOOH) net media
revenue upwards in 2017, representing
47.3% of total OOH revenue, up from
40.2% for the same period in 2016, and
28.4% in 2015.
REVENUE RESULTS
TOTAL OOH REVENUE ($M) 2012 – 2017
TOTAL OOH ORIGINAL
TOTAL OOH REVISED *
($M)
837
800
682
789
700
579
678
600
500
508
503
548
544
602
2012 2013 2014 2015 2016 2017
DOOH AS A PERCENTAGE OF TOTAL OOH REVENUE 2012 – 2017
50
40
30
20
10
17.2
11.3
7.5
28.4
40.2
47.3
0
2012 2013 2014 2015 2016 2017
*Numbers were revised to reflect changes in OMA membership, allowing direct comparison in revenue year-on-year.
40

PERFORMANCE BY QUARTER
OOH REVENUE RESULTS BY QUARTER ($M) 2015 – 2017
Q1
Q2 Q3 Q4
2017
2016
2015
0 50 100 150 200 250
First quarter net revenue increased by 5.8% to $186.9 million, up from $176.7 million* in 2016.
Second quarter net revenue increased by 7.0% to $197.5 million, up from $184.6 million* in 2016.
Third quarter net revenue increased by 7.2% to $199.9 million, up from $186.4 million* in 2016.
Fourth quarter net revenue increased by 4.5% to $252.8 million, up from $241.8 million* in 2016.
PERFORMANCE BY FORMATS AND LOCATIONS
OOH REVENUE RESULTS BY FORMATS AND LOCATIONS ($M) 2015 – 2017
Roadside billboards Roadside other Transport Retail/lifestyle/other
Roadside billboards (over and under 25 square metres) $332.6 million.
Roadside other (bus/tram externals, small format, street furniture) $237.3 million.
Transport (including airports) $135.0 million.
^ Retail/lifestyle/other $132.2 million.
^ This category reports shopping centre panels, as well as all
place-based digital inventory including office media – covering
inventory in lifts and office buildings, cafe panels, as well as
digital screens in doctors’ surgeries and medical centres.
Note: Rounding has been used for numbers in this report.
41

06 People and performance
PERCENT SHARE BY MEDIA
OUT OF HOME (OOH) 5.9%
CINEMA 0.9%
PRINT* 13.2%
ONLINE 45.5%
$14.1
billion
TV** 23.1%
RADIO 8.1%
PAY TV 3.2%
2013
2014
2015
2016
2017
OOH
4.8
5.1
5.3
5.7
5.9
CINEMA
0.9
0.8
0.9
0.9
0.9
PRINT*
22.0
18.8
16.3
13.0
13.2
TV**
30.6
29.3
26.7
24.2
23.1
PAY TV
4.4
4.1
4.0
3.5
3.2
RADIO
9.0
9.0
8.7
8.3
8.1
ONLINE
28.4
32.9
38.3
44.4
45.5
Source: CEASA (prior to 2017 this report excluded Classifieds and Directories for Print and Online).
*Print changed reporting in 2017 to include Digital and Classifieds advertising revenue. Prior to 2017, Classifieds revenue
was reported separately. In 2016, Classifieds made up 1.6% of the total print revenue figure.
**TV includes Metro and Regional 2011 to 2015 and in addition AVOD (Advertising Revenue from
Video on Demand) for the first time in 2016. AVOD was 0.3% of total spend in 2016.
42

“The Commercial Economic Advisory Service of Australia (CEASA) report for 2017 shows
OOH once again outperforming the total media spend growth, with a 6% growth in revenue
vs total media growth of 2.8%. This result means OOH maintains its place in the top three
revenue growth channels for 2017.”
CHARMAINE MOLDRICH | CEO, OMA AND MOVE
TOP 10 SECTORS
ALL MEDIA
OOH
2017
2016 TOP 10 SECTORS
2017 $M 2016 $M
YOY% 2017 $M
%SHARE
1
1
RETAIL
1,895.3 1,922.5
–1.4%
89.3
4.7%
2
2
ENTERTAINMENT & LEISURE
596.4 624.8
–4.5%
67.9
11.4%
3
3
MOTOR VEHICLES
932.1 1,001.4
–6.9%
65.2
7.0%
4
4
FINANCE
517.8 474.4
9.1%
55.5
10.7%
5
5
COMMUNICATIONS
431.8 375.0
15.1%
44.3
10.3%
6
6
FOOD
326.8 315.6
3.6%
42.6
13.0%
7
7
TRAVEL/ACCOMMODATION
784.3 663.9
18.1%
40.0
5.1%
8
8
MEDIA
247.3 259.5
–4.7%
29.6
11.9%
9
9
BEVERAGES-ALCOHOLIC
83.0 74.3
11.7%
28.3
34.1%
10
11
BEVERAGES-NON ALCOHOLIC
114.6 118.4
–3.2%
27.0
23.6%
TOP 10 ADVERTISERS
ALL MEDIA
OOH
2017 2016 TOP 10 ADVERTISERS
2017 $M 2016 $M YOY% 2017 $M %SHARE
1
8
COMMONWEALTH BANK
44.7
31.2
43.4%
9.7
21.7%
2
11
MONDELEZ INTERNATIONAL
39.5
30.9
28.0%
9.4
23.7%
3
4
MCDONALD’S FAMILY RESTAURANTS
80.5
71.9
11.9%
8.5
10.6%
4
1
SINGTEL
30.8
43.0
–30.0%
8.4
27.4%
5
54
VODAFONE COMMUNICATIONS
42.6
28.6
48.9%
7.4
17.3%
6
5
ROADSHOW FILM DISTRIBUTORS
31.8
34.6
–8.3%
7.1
22.5%
7
13
UNILEVER AUSTRALIA
53.5
37.4
43.1%
6.7
12.6%
8
9
TPG INTERNET PTY LTD
17.5
24.2
–27.7%
6.6
37.6%
9
7
APPLE COMPUTERS
30.1
27.2
10.4%
6.4
21.4%
10
10
WOOLWORTHS SUPERMARKETS
71.1
78.3
–9.2%
6.3
8.8%
Source: Nielsen Ad Intel 2017; Nielsen reserves the right to adjust ranking retrospectively.
43

07 OMA members
All for one and one for all
THE OMA SERVES ITS MEMBERS BY REPRESENTING AND PROMOTING THE INDUSTRY,
AND ENGAGING STAKEHOLDERS IN CONSTRUCTIVE DISCOURSE.
OMA members are part of a local and
global community, supporting one
another individually and collectively as
an industry. With a continuously growing
share of the media pie, we work together
to build the industry’s profile through
research and insights, improve and
transform our offerings with new
technology and innovation, and nurture
a sustainable approach to our growth.
An application for membership requires
the approval from the OMA’s Board of
Directors. OMA membership is divided
into three categories:
MEDIA DISPLAY MEMBERSHIP
These companies (p. 50) advertise
third-party* products across all
categories in the Out of Home (OOH)
sector including airports, bicycle
stations, billboards, buses, bus stations,
cafes, doctors’ surgeries, free-standing
advertisement panels, light rail, medical
centres, office buildings and lifts,
pedestrian bridges, railway stations,
shopping centres, street furniture (bus/
tram shelters, public toilets, telephone
booths and kiosks), trains, trams and
universities.
NON-MEDIA DISPLAY MEMBERSHIP
These companies (p. 52) include printers
(including the supply of printing
materials), installers, maintenance
fabrication companies and other
producers of billboard skins and vinyls
used for OOH advertisements.
BENEFITS TO MEMBERS
Members form a vital network that is
actively promoted, supported, and
consulted by the OMA. Members also
benefit from the lobbying and advocacy
that the OMA conducts on their behalf
on regulatory and assessment issues.
The OMA does what individual members
cannot do, working on issues of
relevance for the industry as a whole,
with a focus on the following:
INNOVATION
——
Audience measurement
——
The development of custom research
to advance the industry
LEADERSHIP
——
Lobbying and advocacy on legislative
and regulatory issues
——
OMA-sponsored thought leadership,
industry seminars, events and awards
——
Communicate the value of the
industry to OMA key audiences:
——
Advertisers
——
Creative agencies
——
Government
——
Industry stakeholders
——
Media agencies
STANDARDS
——
The development of industry
standards and guidelines
——
MOVE, the Media Federation of
Australia and Australian Association
of National Advertisers accredited
audience measurement system,
electronic newsletters, media
releases and media summaries, and
regular updates on industry
legislative, regulatory and legal issues
SERVICE
——
Confidential industry revenue reports
——
Industry-specific, customised
Workplace Health and Safety
materials
——
Individual council development
control plans
ASSET OWNER MEMBERSHIP
These companies (p. 53) own the space on
which the OOH advertising is displayed.
(clockwise)
Left to Right: Max Twemlow, JCDecaux and
Craig Johns, Thursday Design
Various members at the OMA’s 2017 Christmas
Party
Left to Right: Emily Lewis, TorchMedia and
Colleen Bolton, Claude Outdoor
*Advertising in which the advertisement is not associated with the premises eg. a land or property
owner allows an OOH media company to display an advertisement for a third-party product.
Left to Right: Brendan Hawes, Kelly Forbes,
Madeline Scott and Luke Franklin, Bishopp
Outdoor Advertising
44

“As leaders in the design, engineering and construction of OOH signage,
the team at Hanlon Industries is excited to be welcomed as members
of OMA. We look forward to being part of an association that involves
the best companies in the industry to promote and share innovation,
research, trends, knowledge and advocacy.”
PAUL HANLON | MANAGING DIRECTOR, HANLON INDUSTRIES
45

07 OMA members
Passionate and
engaged members
THERE ARE FOUR OMA COMMITTEES WHO ASSIST IN IDENTIFYING AND MANAGING KEY
ISSUES AFFECTING THE OUT OF HOME (OOH) INDUSTRY. THE COMMITTEES COMPRISE
OF TEAM MEMBERS FROM ACROSS THE OMA’S MEMBERSHIP BASE.
FINANCE COMMITTEE
The Finance Committee provides
strategic advice and oversees the
finances of OMA and MOVE.
There were two meetings of the Finance
Committee in 2017.
——
Peter Cargin, QMS Media
——
Wayne Castle, APN Outdoor
——
Chris Hunt, Adshel
——
Peter McClelland, oOh!media
——
Charmaine Moldrich, OMA (Chair)
——
Brendan O’Neil, JCDecaux
MARKETING AND SALES
COMMITTEE
The Marketing and Sales Committee
develops strategies for all ongoing
and new marketing and communications
activities undertaken by the OMA on
behalf of the industry. There were a total
of three meetings of the Marketing and
Sales Committee in 2017.
——
Michaela Chan, oOh!media
——
Kirsty Dollisson, TorchMedia (Chair)
——
Max Eburne, JCDecaux
——
Nick Errey, oOh!media
——
Mark Fairhurst, APN Outdoor
——
Ti-Ahna Firth, OMA
——
Matt Fisher, TorchMedia
——
Sarah Hughes, Adshel
——
Yuki Ito, QMS Media
——
Jane King, APN Outdoor
——
Sara Lappage, QMS Media
——
Emily Lewis, TorchMedia
——
Julie Mclean, OMA
——
Bruce Mundell, oOh!media
——
Steve O’Connor, JCDecaux
——
Hannah Swarbrick, goa
——
Charlotte Valente, Adshel
——
Essie Wake, JCDecaux
——
Janine Wood, APN Outdoor
——
Christian Zavecz, QMS Media
WORK HEALTH AND SAFETY
COMMITTEE
The Work Health and Safety (WHS)
Committee oversees matters relating to
WHS issues affecting the industry.
There was one WHS installers’ workshop
held in 2017.
——
Glenn Badcock, JCDecaux
——
Peter Bailey, Bailey Outdoor
Advertising
——
Brad Bishopp, Bishopp Outdoor
Advertising
——
Steve Bovey, QMS Media
——
Paige Forward, Prime Signs
——
Elly Hanlon, Hanlon Industries
——
Mitch James, Paradise Outdoor
Advertising
——
Stephen Lambourne, ADLED
——
Tess Phillips, OMA (Chair)
——
Ajay Powell, APN Outdoor
——
Craig Pritchard, Country Outdoor
Signs
——
Rosemary Roberts, oOh!media
——
Blair Robertson, Daktronics
——
Sam Rudd, Prime Signs
——
Michael Saunders, Adshel
——
Peter Savage, Savage Outdoor
——
Nigel Spicer, Cactus Imaging
——
Pete Tyquin, goa
——
Daniel Ward, Ultimate Sign
Installations
——
Dom Weir, Coresafe
——
Collin Willshire, Prime Signs
REGULATORY AFFAIRS
COMMITTEE
The Regulatory Affairs Committees
oversee all regulatory matters affecting
the industry. In 2017, OMA combined the
Victorian Regulatory Affairs Committee
with the New South Wales and Digital
Regulatory Affairs Committee to form
the Regulatory Affairs Committee.
This main Committee held five
meetings, and there were two meetings
of the Queensland Committee in 2017.
——
Kelly Ainley, Adshel
——
Michael Cali, oOh!media
——
Bronwyn Clementson, APN Outdoor
——
Odette Ferreira, Adshel
——
Graham Johanson, oOh!media
——
Melissa Maggs, goa
——
Alice Magon, oOh!media
——
Charmaine Moldrich, OMA
——
Steve O’Connor, JCDecaux
——
Tess Phillips, OMA (Chair)
——
Damien Rath, APN Outdoor
——
Blair Robertson, Daktronics
——
Adam Trevena, QMS Media
——
Andrew Tyquin, Outdoor Systems
——
Brian Tyquin, Outdoor Systems
——
Matthew Vincent, JCDecaux
——
Diana Woolridge-Jones, Adshel
——
Graeme Wooster, QMS Media
46

QUEENSLAND REGULATORY
AFFAIRS COMMITTEE
——
Kelly Ainley, Adshel
——
Hulwina Azmi, APN Outdoor
——
Peter Bailey, Bailey Outdoor
Advertising
——
Anthony Baxter, Paradise Outdoor
Advertising
——
Brad Bishopp, Bishopp Outdoor
Advertising
——
Odette Ferreira, Adshel
——
Mitch James, Paradise Outdoor
Advertising
——
Graham Johanson, oOh!media
——
Brad Lindsay, APN Outdoor
——
David Lovatt, APN Outdoor
——
Melissa Maggs, goa
——
Nick McAlpine, Bishopp Outdoor
Advertising
——
Charmaine Moldrich, OMA
——
Tess Phillips, OMA (Chair)
——
Peter Reynolds, oOh!media
——
Rob Sharp, ADLED
——
Rod Taylor, Tayco Outdoor
Advertising
——
Adam Trevena, QMS Media
——
Chris Tyquin, goa
——
Matthew Vincent, JCDecaux
——
Diana Woolridge-Jones, Adshel
MEDIA I MOOD AND
SENTIMENT SURVEY
Media i takes the pulse of the industry
with the annual Mood and Sentiment
Survey, in an aim to collate attitudes
and opinions on issues that are affecting
the industry, as well as track sentiments
and performance of agencies, media
channels and media owner sales
representation.
The survey was conducted in October
2017, with more than 3,930 respondents.
The OOH industry was rated highly
across all criteria, with a noted increase
in channel attractiveness (second to
Digital), the second highest level of
happiness (after Radio), and the highest
Net Promoter Score of any channel for
the last six years in a row.
Left to Right: Collin Willshire, Prime Signs,
Donna McKiernan, APN Outdoor, Matthew
Vincent, JCDecaux, Jessica Martins, JCDecaux,
Brendan O’Neill, JCDecaux
47

07 OMA members
Creating a better
measurement system
IN 2017, THREE BOARD-APPOINTED COMMITTEES SUPPORTED AND CONTRIBUTED
TO THE ONGOING MANAGEMENT AND DEVELOPMENT OF MOVE.
INDUSTRY USER GROUP
The Industry User Group (IUG)
comprises senior planners and OOH
buyers from major advertising agencies
together with a MOVE Board
representative, the OMA/MOVE CEO and
MOVE staff.
The IUG provides strategic advice and
counsel about issues involving MOVE
from the point of view of advertising
planners and ensures users’ interests
are at the forefront of MOVE and its
development.
There were two meetings of the IUG
in 2017.
——
Tione Blackley, Group M
——
Craig Cooper, Starcom MediaVest
Group
——
Victor Corones, Magna Global
——
Jo Dick, OMD
——
Jackie Edwards, Magna Global
——
Kylie Green, MOVE
——
Grant Guesdon, MOVE
——
Charmaine Moldrich, OMA/MOVE
——
Steve O’Connor, OMA/MOVE (Chair)
——
Cassandra Thomas–Smith,
Posterscope
TECHNICAL COMMITTEE
The Technical Committee (TECHCOM)
comprises technical representatives from
each of the major operator owners of
MOVE and is supported by MOVE staff.
The TECHCOM oversees all of MOVE’s
technical development and modelling.
This includes data and software updates,
as well as modelling and technical
developments that are used to derive
OOH measurement results.
There were nine meetings of the
TECHCOM in 2017.
——
Edwina Colquhoun, oOh!media
——
Tara Coverdale, oOh!media
——
Kylie Green, MOVE
——
Grant Guesdon, MOVE (Chair)
——
Sarah Hughes, Adshel
——
Nicky Kiel, APN Outdoor
——
Justin Ko, MOVE
——
James Nettlefold, QMS Media
——
Ashlee Ruff, APN Outdoor
——
Cristina Smart, JCDecaux
——
Max Twemlow, JCDecaux
——
Florence Wong, Adshel
AUTOMATED PROPOSAL
PLATFORM DESIGN COMMITTEE
The Automated Proposal Platform (APP)
Design Committee assists MOVE with
defining the design specification for this
new platform which will allow media
agencies to request proposals from OMA
member companies and combine these
proposals into a campaign. Agencies will
then be able to confirm bookings and
receive billing files within the software,
as well as having access to MOVE
audience reports. The APP is currently
in development.
There were seven meetings of the APP
Design Committee in 2017.
——
Cassandra Collins, APN Outdoor
——
Steve Gelan, Adshel
——
Kylie Green, MOVE
——
Grant Guesdon, MOVE
——
John Purcell, oOh!media
——
Jordana Sherlock, QMS Media
——
Cristina Smart, JCDecaux
48

49

07 OMA members
A united industry
IN 2017, THE OMA HAD A TOTAL OF 37 MEMBER COMPANIES REPRESENTING
APPROXIMATELY 80% OF THE OUT OF HOME (OOH) INDUSTRY IN AUSTRALIA.
MEDIA DISPLAY MEMBERS – OUTDOOR MEDIA COMPANIES
ADLED is an Australian-owned, Queenslandbased
provider of large format digital billboard
technology. It designs, constructs, and provides
asset management and maintenance for
networks of digital advertising devices
throughout Queensland. ADLED draws together
experience from a number of companies, all of
which have been operating in the Out of Home
and construction industries for decades.
adled.com.au
Bailey Outdoor Advertising is a large-format
billboard company, proudly Queensland owned
and operated. Bailey has been servicing the
Out of Home industry with large-format digital
printing and signage for over 26 years.
bannerspecialists.com.au
JCDecaux is a global Out of Home media
company, with a consistent focus on providing
high quality street furniture and Out of Home
networks. The expansive suite of premium
JCDecaux products, in key metropolitan areas,
delivers advertisers unparalleled access to
affluent audiences across Australia.
jcdecaux.com.au
Adshel enables brands to engage and influence
commuters where they work, live and shop.
Wholly owned by HT&E, Adshel reaches 92% of
Australia, 68 times a fortnight. A market-leader
in innovation across buying models, digitisation,
geo-targeting and audience expertise. Adshel
has the scale, flexibility and creativity to
precisely reach target audiences.
adshel.com.au
Bishopp Outdoor Advertising is Australia’s
largest privately-owned Out of Home media
company, with over 24 years’ experience in
the industry. In 2017, Bishopp expanded into
airports, increasing its total assets by 2,500+
opportunities across 19 locations in Australia
and New Zealand. From a humble father-andson
start-up to an international media provider,
Bishopp is a Queensland success story.
bishopp.com.au
MOOH is an Out of Home media specialist,
focused on new and innovative digital taxi
media solutions.
mooh.com.au
APN Outdoor is the leader in outdoor
advertising across Australia and New Zealand.
With over 36,000 high-impact sites in iconic
and influential locations, APN Outdoor connects
advertisers with audiences in smarter, more
impactful ways. Listed on the Australian
Securities Exchange, the company is fully
focused on future growth, with significant
investment in driving innovation through data,
insights and digital technologies to ensure
advertisers continually engage and influence
their audiences with impact.
apnoutdoor.com.au
Family owned and operated in Queensland
since 1983, goa’s billboards offer extensive
coverage of the Brisbane market, reaching
85% of southeast Queensland each week.
goa’s mission is to ensure all its experience,
effort and investment is focussed on getting
clients noticed.
goa.com.au
oOh!media’s goal is to help advertisers find
better ways to engage growing audiences
while they are away from home. With an
expansive audience-reaching portfolio of
digital and traditional Out of Home advertising
opportunities, oOh!media delivers innovative,
unmissable media solutions in environments
proven to drive results. Embracing technology
is key to its success, progressing beyond the
screen and leading the industry into richer and
engaging online content. Determined to push
the boundaries of Out of Home technology and
content globally, oOh!media is committed to
working closely with advertisers to help deliver
greater return on investment.
oohmedia.com.au
50

Outdoor Systems is an independent billboard
media company that began in 1986. Its core
focus is on high quality digital and traditional
static large format billboards in the Sydney
market. Outdoor Systems offers sales,
management and development solutions for
new and existing billboard sites, and consulting
services to commercial and local government
stakeholders.
outdoorsystems.com.au
O U T D O O R
Savage Outdoor Advertising is a small familyowned
operation with over 30 years’ experience
in Out of Home media. Savage Outdoor provides
large format displays in key Brisbane areas.
TorchMedia is a specialist in the Out of Home
advertising landscape, providing brands across
Australia a diverse platform of tailored solutions
to drive their brand objectives. TorchMedia’s
range of high-impact transit and targeted retail
formats offers flexible, accountable campaigns
that deliver results.
torchmedia.com.au
From the humblest of local beginnings – a
one-man billboard operation – to becoming
one of the largest and fastest growing regional
advertising organisations in Australia. Paradise
Outdoor Advertising today is still a family
business that manages over 1,100 billboards
across Queensland and Northern Territory: from
Darwin, Port Douglas and down to the Fraser
Coast, Mount Isa, across to the Western Downs,
and all points in between.
paradiseoutdoor.com.au
Established in 2004, Tayco Outdoor
Advertising combines best practice with onthe-ground
expertise and a comprehensive
knowledge of the advertising industry. Through
a consultative approach, Tayco provides a
variety of clients in Queensland with tailored
solutions that are fresh and innovative. Tayco
builds partnerships with its clients and the
community to ensure sustainable, quality and
environmentally friendly products are deployed.
taycooutdoor.com.au
QMS is a leading Out of Home media company
in Australia and New Zealand. Specialising in
providing clients and agency partners with
engaging, impactful and innovative advertising
solutions across its premium digital, outdoor
and sports media network. Connecting
audiences through multiple touchpoints and
customised content, QMS provides multiplatform
engagement across its portfolio
of premium landmark digital and traditional
billboards, exclusive street furniture and airport
signs, and the largest on-field sports media
network in Australia and New Zealand.
qmsmedia.com
Tonic Health Media (THM) is Australia’s largest
health and wellbeing network, created by
health professionals in collaboration with Out
of Home media specialists. Its multi-channel
network delivers geo-targeted messages to
patients and their carers while they wait for
appointments and other health services, in a
variety of locations including pharmacies. Using
digital Out of Home, print and digital posters,
and brochures, THM enables advertisers and
sponsors to connect with an audience of
10 million Australians per month, at a time
when they are most engaged with their
health and lifestyle.
tonichealthmedia.com.au
51

07 OMA members
NON-MEDIA DISPLAY MEMBERS – PRODUCTION AND INSTALLATION COMPANIES
With over 30 years’ experience, ACTIVE is the
regions’ largest and most awarded end-to-end
point-of-sale display and signage manufacturer.
Offering a comprehensive suite of in-house
services, ACTIVE’s capabilities, products and
facilities, as well as its ongoing investments in
state-of-the-art manufacturing technologies,
guarantees its clients get the most innovative
solutions.
activedisplay.com.au
Cactus Imaging is Australasia’s leading
production house for the digital printing of
large-format images. It specialises in producing
front-lit and back-lit billboards, fabric displays,
truck-side advertising, stadium and arena
displays, shopping mall displays, transit/taxi
graphics, building wraps, exhibition graphics
and displays, wall murals, banners, movie
and stage backdrops, as well as point-of-sale
displays.
cactusimaging.com.au
Hanlon Industries was established in 2000 and
continues to be an independent, family owned
and operated enterprise. As leaders in the
design, engineering and construction of Out of
Home signage, Hanlon’s professional team tailor
services and customise delivery to suit each and
every client’s specific needs.
hanlonindustries.com.au
Adstream is the fastest way to deliver print
content globally, with more publisher-specific
checks on print files than any other software.
Instantly check, fix and send digital and print
content to any media in the world, in seconds.
adstream.com.au
Coresafe has been providing trusted health,
safety and environmental consultancy services
to OMA members for 17 years.
coresafe.com
Key Systems has been successfully supplying
asset management software to Out of Home
media owners since 2005. Its fusion software
manages traditional and digital Out of Home
inventory, maximising the returns generated
and streamlining the Out of Home advertising
life cycle. It is an international company that
understands local industry requirements in all
the countries in which it operates.
keysystemsww.com
Ayuda is an advertising technology company
specialising in Out of Home. The Ayuda
Platform, is used globally by some of the
world’s largest Out of Home companies to
manage day-to-day operations. It includes endto-end
enterprise resource planning specially
built for Out of Home, a fully native ad-based
digital signage platform, and a rich suite of
programmatic offerings that enable Out of
Home media companies to tap into new digital
revenue streams and modernise their trading
models.
ayudasystems.com
As an Australian owned and operated company
with 25 years’ combined experience in the
industry, Big Screen Video is Australia’s most
trusted LED screen supplier. Offering turn-key
solutions and an extensive service department
operating within Australia to make the entire
experience as easy as possible.
bigscreenvideo.com.au
Established in 1976, Country Outdoor Signs is
a specialist sign production, installation and
maintenance company. From the smallest shop
sign to the largest Out of Home advertising
project, Country Outdoor Signs maintains
a professional, progressive and innovative
approach to its clients’ requirements.
cosigns.com.au
Daktronics was founded in 1968 and is the
world’s industry leader in designing and
manufacturing electronic scoreboards,
programmable display systems, and large
screen video displays. It’s the company’s
passion to continuously provide the highest
quality standard display products as well as
custom-designed and integrated systems.
daktronics.com
MMT is one of Australia’s leading large format
digital printing businesses. As pioneers of the
industry, MMT have expanded its printing and
fabrication capabilities significantly to cater
for production of billboards, street furniture,
backlit displays, hoardings, fleet graphics, pointof-sale,
and signage applications with speed
and precision. MMT’s unique processes and
premium quality have been the hallmarks of its
operations since its inception in 1991.
mmtprint.com
52

Omnigraphics is a grand format digital printer,
with offices in Melbourne and Sydney, and
representation in Adelaide, Brisbane and
Perth. Omnigraphics specialises in printing
billboards, banners, street furniture, hoardings,
lightboxes, point-of-purchase, retail signage
and much more. Continued investment in
new technologies and processes makes
Omnigraphics the partner of choice for
Australia’s leading brands.
omnigraphics.com.au
Prismaflex is the only supplier in the world to
be both a real digital printer with a research
and development department for print, and
an industrial manufacturer of display panels
(LED and classic). Prismaflex has over 25 years’
experience with 40 patents in the service of
displays and point-of-purchase.
prismaflex.com
Samsung inspires the world and creates the
future with innovative technology and the
creativity and diversity of its people. Through a
deep understanding of what people need and
want, Samsung Electronics is committed to
enriching its customers’ lives, while contributing
to social prosperity around the world, and
supporting a sustainable environment for us all.
samsung.com
Prime Signs is a family owned and operated,
complete sign service, employing outstanding
people who share its vision of excellence and
diligence. It understands the dynamic and
demanding pace of the industry, insisting
on attention to detail, integrity and forward
thinking. Prime Signs is constantly evolving and
providing outstanding Out of Home installation
services and has delivered in this capacity for
18 years.
primesigns.com.au
Rojo Pacific brings you the world’s best wideformat
media for Out of Home, point-of-sale,
sign and display. Australian owned and with an
extensive national network, it combines global
reach with local expertise and experience
to deliver the right solution, whenever and
wherever you need it.
rojopacific.com.au
From billboard installations, hoardings, truck
signage, car and bus adhesive wraps, small
banners, shop signage, window displays,
sign maintenance, banner finishing services,
steel fabrication, abseiling and everything in
between, USI does it all.
ultimatesigns.com.au
Joined in 2018:
TechFront techfront.com.au
GSP Print Pty Ltd gspprint.com.au
ASSET OWNERS – PROPERTY OWNERS
Joined in 2018:
APEX Outdoor apexdigital.com.au
Roads and Maritime Services (RMS) is an
operating agency within Transport for New
South Wales (NSW). The RMS vision is to enable
safe and efficient journeys throughout NSW.
RMS develops advertising assets to provide
commercial revenue annually for contribution
to road and safety programs. The development
program assesses each site for public safety,
environmental suitability and commercial
opportunities.
rms.nsw.gov.au
Telstra is Australia’s leading telecommunications
and information services company, offering
a full range of communications services and
competing in all telecommunications markets.
In Australia, Telstra provides 17.2 million mobile
services, 7.0 million fixed voice services and
3.4 million retail fixed broadband services.
telstra.com.au
Sydney Airport is Australia’s gateway airport,
serving more than 43.3 million passengers a
year and connecting Sydney to a network of
over 100 international, domestic and regional
destinations. The location benefits both
business and tourism and is a major strength
underpinning Sydney’s future prosperity.
sydneyairport.com.au
XTD Limited has an adaptable system of
internet connected, large format LED video
screens specifically designed for mass-transit
rail environments. XTD, through its division,
Contact Light, has also developed a proprietary
mobile technology that seamlessly and securely
engages with digital Out of Home content.
XTD’s focus is on developing digital Out of
Home hardware and software technology as
well as growing the screen networks. XTD has
long-term operator contracts in Brisbane
and Melbourne.
xtd.tv
53

08 Partners in giving
We give back
ARTS, CHARITY, EDUCATION, ENVIRONMENTAL, AND SPORTING ORGANISATIONS
——
4 ASD KIDS
——
Alzheimer’s Australia NSW
——
Amy Gillett Foundation
——
Anglicare Southern QLD
——
Art Gallery of NSW
——
Asthma Australia
——
ASX Charity Foundation
——
Australia Zoo Wildlife Warriors
——
Australian Children’s Music Foundation
——
Australian Olympic Committee
——
Australian Professional Rodeo Association
——
Australian Red Cross Blood Service
——
Australians for Equality
——
Bandaged Bear Appeal
——
Barnardos Australia
——
Barwon Health Foundation
——
Beyond Blue
——
Bodhi Events
——
BOQ’s Banking on our Kids
——
Bowel Cancer Australia
——
Bravehearts
——
Brotherhood of St Laurence
——
Camp Quality
——
Cancer Council
——
Chain Reaction Challenge Foundation
——
Children’s Cancer Foundation
——
Children’s Multicultural Festival
——
Children’s Hospital Foundation Telethon
——
Chinese Cultural Centre
——
Clean Up Australia
——
Coastal Medical Services Pty Ltd
——
Coda Disability Support Association Inc
——
Community Transport Organisation
——
Connor’s Run
——
Cool Australia
——
Cure Brain Cancer Foundation
——
Dancing Hearts Studio
——
Delta Therapy Dogs
——
Diabetes VIC
——
DrinkWise Australia
——
Dry July
——
Earth Hour
——
Eastern Health
——
Edmund Rice Foundation
——
Egg Corporation
——
Exchange for Change
——
Foodbank
——
For You Haiti
——
Fostering NSW
——
Foundation for Alcohol Research and
Education
——
Fundraising Institute of Australia
——
Give Where You Live
——
Gladstone Women’s Health Centre
——
Golden Octopus Foundation
——
Good Friday Appeal
——
Great Barrier Reef Foundation
——
Grow
——
Guide Dog Association of NSW/ACT
——
Guide Dogs QLD
——
Havas Village
——
High Street Armadale Business
Association
——
Humpty Dumpty Foundation
——
Invictus Games
——
Jean Hailes for Women’s Health
——
Jeans for Genes Day
——
Leukaemia Foundation
——
Little Heroes Foundation
——
Make-a-Wish Australia
——
Marriage Equality
——
Mates4Mates
——
McGrath Foundation
——
Melbourne City Mission
——
Melbourne International Film Festival
——
Mindshift Foundation
——
Moreton Bay Cycling Club
——
Mother’s Day Classic
——
Motor Neuron Disease Australia
——
Movember
——
Murdoch Children’s Research Institute
——
Museum of Applied Arts & Sciences
——
Museum of Contemporary Art
——
National Breast Cancer Foundation
——
National Institute of Integrative Medicine
——
NSW Waratahs
——
Northern Beaches Community College
——
Ocean Rafting
——
Odyssey House
——
Opera Australia
——
Ovarian Cancer Research Fund
——
Oz Harvest
——
Pink Hope
——
Prince Charles Hospital
——
Public Bike Scheme Brisbane
——
QLD Ballet
——
QLD Institute for Urban Indigenous Health
——
QLD Institute of Medical Research
——
QLD Writer’s Centre
——
Red Frogs Australia
——
Red Nose Day
——
Relay for Life
——
Robert Connor Dawes Fund
——
Ronald McDonald House Charities
Australia
——
Royal Children’s Hospital
——
Royal Flying Doctor Service
——
RSPCA Australia
——
RSPCA VIC
——
Salvation Army
——
Shave for a Cure
——
Shelter SA
——
Sony Foundation
54

——
Special Olympics Australia
——
St George Foundation
——
St George Open Air Cinema
——
St Vincent de Paul Society
——
Starlight Foundation
——
Step Back Think
——
Stroke Foundation
——
Sunrise Group
——
Surf Life Saving Australia
——
Surf Life Saving QLD
——
Sweat for Sara Fundraiser
——
Sydney Children’s Hospital
——
Sydney Dogs and Cats Home
——
Sydney Festival
——
Sydney Opera House
——
The Australian Ballet
——
The Benevolent Society
——
The City of Sydney
——
The Heart Foundation
——
The Mary Potter Foundation Inc
——
The Pyjama Foundation
——
Thomas Kelly Youth Foundation
——
Tour de Cure
——
Townsville Choral Society
——
Unicef
——
United Care
——
UnLtd
——
Variety, The Children’s Charity
——
Victorian Deaf Foundation
——
Victorian Youth Symphony Orchestra
——
Vinnies CEO Sleepout
——
Vision Australia NSW
——
Vodafone Foundation
——
Wilmar Sugar
——
Working Against Violence Support Service
——
World Vision Australia
——
YGAP
——
YMCA
——
Youngcare
GOVERNMENT
——
ACT Government
——
ACT Government, Education Directorate
——
Adelaide City Council
——
Australian Government
——
Australian Federal Police
——
Bankstown City Council
——
Brisbane City Council
——
Canada Bay Council
——
Canterbury City Community Centre
——
Central Coast City Council
——
City of Canterbury Bankstown
——
City of Fremantle
——
City of Gold Coast
——
City of Holdfast
——
City of Joondalup
——
City of Melbourne
——
City of Melville
——
City of Norwood Payneham and St Peters
——
City of Perth
——
City of Ryde
——
City of Stonnington
——
City of Subiaco
——
City of Swan
——
City of Sydney
——
Department of Agriculture
——
Department of Environment Water and
Natural Resources
——
Department of Fire and Emergency
Services
——
Department of State Development
——
Department of Transport and Main Roads
——
Department of Treasury and Finance
——
Eastern Metropolitan Regional Council
——
Frankston City Council
——
Gosford City Council
——
Hawkesbury City Council
——
Ku-Ring-Gai Council
——
Lane Cove Council
——
Legal Services Commission
——
Liverpool City Council
——
Lockyer Valley Regional Council
——
Logan City Council
——
Mental Health Commission
——
Mindarie Regional Council
——
Ministry for Primary Industries
——
Motor Accident Commission
——
Northern Beaches Council
——
NSW Environment Protection Authority
——
Office of Road Safety
——
QLD Child and Family Commission
——
QLD Department of Transport and
Main Roads
——
QLD Government
——
QLD Health
——
QLD Police
——
Road Safety Commission
——
Roads and Maritime Services
——
Rockdale City Council
——
SA Department of Planning, Transport
and Infrastructure
——
SA Department of the Premier and
Cabinet
——
SA Drug and Alcohol Services
——
SA Government
——
SA Health
——
SA Primary Industries and Regions
——
Sunshine Coast Regional Council
——
Swan Hill Rural City Council
——
The Organ and Tissue Authority
——
Tourism Whitsundays
——
Townsville City Council
——
Townsville Safe Night Precinct
——
Transdev NSW
——
Transport Accident Commission
——
Transport for NSW
——
Urban Renewal Authority
——
VIC Government
——
VIC Police Blue Ribbon Foundation
——
WA Department of Health
——
WA Government
——
Western Sydney Regional Organisation
of Councils
55

56

Suite 504, 80 William Street
East Sydney, NSW 2011
T 02 8357 9900
E info@oma.org.au
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This report is available at oma.org.au
All photographs © Outdoor Media Association and its members
Publisher: Outdoor Media Association
ISSN – 1839 – 0315 (PRINT) ISSN – 1839 – 0323 (ONLINE)

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