OMA Annual Report 2016

Section title | SECTION #
ANNUAL REPORT 2016

01
02
03
04
05
06
07
08
09
10
What we’ve been up to
2016 HIGHLIGHTS
A little about us
OMA
MOVE
Leading the charge
A MESSAGE FROM THE CHAIRMAN
A MESSAGE FROM THE CEO
In good hands
OMA AND MOVE BOARD OF DIRECTORS
OMA AND MOVE TEAM
Committed to giving back
CONTRIBUTIONS TO THE ECONOMY
JOINT INDUSTRY SPONSORSHIP
COMMUNITY AND CHARITABLE CONTRIBUTIONS
Taking our responsibility seriously
SELF-REGULATION AND ADVERTISING CONTENT
ENVIRONMENT AND SUSTAINABILITY
Our ongoing transformation
CREATIVITY
TECHNOLOGY AND INNOVATION
FUTURE CITIES CONFERENCE
MOVE 2016 DATA UPDATE
INDUSTRY RESEARCH
It’s about growth
PERFORMANCE
BENCHMARKS
TOP SPENDERS
Backbone of the industry
OMA COMMITTEES
MOVE COMMITTEES
AWARDS AND ACCOLADES
OMA MEMBERSHIP
OMA MEMBER COMPANIES
Appendix
BENEFICIARIES OF OUR SUPPORT
02 – 03
04 – 07
08 – 11
12 – 15
16 – 23
24 – 29
30 – 43
44 – 49
50 – 61
62 – 63

What weʼve been up to | SECTION 01
2016 highlights
IT'S ALL ABOUT GROWTH
Once again, Out of Home (OOH)
was the ONLY TRADITIONAL MEDIA
CHANNEL TO GROW IN 2016, according
to Commercial Economic Advisory
Service of Australia (CEASA) – the
advertising industry benchmark. In
2016, CEASA reported OOH’s share of
advertising spend was 5.74% out of the
$13.47 billion total spent on advertising.
P. 46
New data showed
more eyes on OOH
MOVE announced the findings
from its 2016 data update:
2.8%
GROWTH IN NATIONAL
AUDIENCE FOR OOH,
YEAR-ON-YEAR
GIVING BRANDS A
PRIMAL ADVANTAGE
OMA launched findings from a new
state-of-the-art biometric research
study into understanding consumers’
behaviour inside and out of the
home. It found that people are:
2X
PUBLIC SPACES AND
SELF-REGULATION
The OMA presented advertising
self-regulation training seminars
to members in Brisbane,
Melbourne, Perth and Sydney.
P. 24
200,000
MORE PEOPLE, ON
AVERAGE, IN OOH
ENVIRONMENTS
EACH DAY
P. 42
MORE ALERT AND LIKELY TO ACT
ON MESSAGES THAN COMPARED
TO INSIDE THE HOME,
AND
2.5X
MORE ALERT COMPARED TO
SCREEN TIME AT HOME
P. 43
Q1
↑ 19.1%
NET REVENUE
YEAR-ON-YEAR
$176.7m
UP FROM
$148.4 MILLION
IN 2015
2

IN CONVERSATION WITH
OUR CITIES
The FUTURE CITIES conference
brought together city thinkers
and culture creators to talk
about the future of our cities
and the role collaboration will
play in getting us there.
P. 40
An industry with heart
OMA members donated
$26 million of media space and
advertising production to over
200 beneficiaries.
Clever + creative
OMA continued to recognise
and celebrate the most creative
and innovative OOH campaigns
throughout the year.
AGM AND INDUSTRY AWARDS
The OMA hosted its Annual
General Meeting combined with
the Members’ Industry Awards.
P. 54
P. 20
P. 32
RECORD RESULTS
The OMA continued its strong
partnership with the Australian
Federal Police and the New South
Wales Police with its eighth
consecutive year supporting
NATIONAL MISSING PERSONS WEEK.
P. 18
The University of Melbourne
MADE POSSIBLE BY MELBOURNE
campaign was announced as
the winner of the 2016 annual
Creative Collection Grand Prix.
P. 30
OOH NET REVENUE UP
15.8%
TO AN ALL-TIME HIGH OF
$789.5M
P. 44
Q2
Q3
Q4
↑ 18.2%
NET REVENUE
YEAR-ON-YEAR
↑ 14.8%
NET REVENUE
YEAR-ON-YEAR
↑ 12.4%
NET REVENUE
YEAR-ON-YEAR
$184.6m
UP FROM
$156.2 MILLION
IN 2015
$186.4m
UP FROM
$162.4 MILLION
IN 2015
$241.8m
UP FROM
$215.1 MILLION
IN 2015
3

A little about us | SECTION 02
OMA
Representing
90% of the Out
of Home (OOH)
advertising
industry in
Australia.
The Outdoor Media Association
(OMA) is the peak national industry
body representing most of Australia’s
OOH media display companies
and production facilities, as well as
some media display asset owners.
OOH advertising plays an important
role in our economy and our cities.
OOH advertising is always on,
delivering messages 24 hours a day,
seven days a week. It is ubiquitous,
innovative, entertaining and effective;
it is one of the ways people interact
with their cities and communities.
As our populations become more
urbanised, technology is enhancing
OOH, making it the primary media
channel that connects people with
places. With over 50% of OOH revenue
returned to governments and landlords
around Australia, collaboration is key
to enabling OOH to deliver smartcity
solutions that benefit us all.
4
The OMA’s mission is to build a more
sustainable industry for members
by promoting the OOH industry and
developing constructive relationships
with primary stakeholders within
industry and government. Its core
functions include audience measurement
and data management, marketing and
communications, government relations
and ongoing member services, including
advisory and training services.
OMA media display members advertise
third party* products on both digital
and traditional signs across a variety of
OOH formats and locations: airports,
bicycle stations, billboards, buses,
bus stations, cafes, doctors’ surgeries,
free-standing advertisement panels,
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.
GOVERNANCE
The OMA is governed by a Board
of Directors (p.12) elected by the
membership. The OMA Board of
Directors met five times in 2016.
OMA Member Companies (p.58)
adhere to an industry Code of
Ethics** 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.

*Advertising in which the advertisement is not associated with the premises eg. a land or property
owner allows an Outdoor media company to display an advertisement for a third-party product.
**www.oma.org.au/regulation-and-community/advertising-content-and-self-regulation/oma-industry-policies
5

A little about us | SECTION 02
MOVE
Simplifies the planning
and buying of Out of
Home (OOH).
MOVE (Measurement of Outdoor
Visibility and Exposure) is a webbased
interactive software system that
simplifies the planning and buying of
OOH for media buyers, advertisers,
and Outdoor media operators.
The culmination of years of work
and over $22 million invested
by the industry to date, MOVE
provides audience measurement
results for any combination of OOH
formats or tailored packages.
Expansions in
planning data.
In 2016, MOVE worked with Ipsos
to integrate MOVE data in to emma
(Enhanced Media Metrics Australia).
This data integration is available
to subscribers of emma in Ipsos’s
Data Friend software and RDA
Research’s geoemma software.
This is MOVE’s first step forward
in providing a richer and more
detailed profile of OOH audiences for
agencies and clients, and 2017 will
see further innovation in this area.
There is no other
system in Australia or
abroad that measures
OOH audiences to
the same depth.
ACCURATE MEASUREMENT
MOVE measures 80,300 advertising
faces in Australia’s five major capital
cities (Adelaide, Brisbane, Melbourne,
Perth and Sydney). MOVE enhances
the standard measurement of target
audiences, or Opportunity To See
(OTS), by reporting the audiences
that actively see the advertising
through its ground breaking currency,
Likelihood To See (LTS). As well as
providing results numerically, through
its in-built mapping capability, MOVE
also provides these numbers visually:
the reach of a campaign against the
chosen demographic and markets.
MOVE can provide
accurate reach and
frequency results.
With MOVE came the introduction of
a new audience measurement value to
Australian media, known as Likelihood
To See (LTS). This means that only
those people from within the chosen
demographic who on average saw
the OOH advertising campaign are
included in the audience measurement
results, going beyond the Opportunity
To See (OTS). LTS is derived by
applying a Visibility Index (VI) to the
OTS for each OOH advertising face.
The VI for a sign is based on factors
from the sign, as well as audience and
environment factors. This enables
MOVE to have different VIs for different
viewing locations, different travel
modes and different environments.
HOW MOVE NUMBERS ARE CALCULATED
OTS
VI
LTS
OPPORTUNITY TO SEE
VISIBILITY INDEX
LIKELIHOOD TO SEE
6

MOVE had 54 agencies
that logged on to its
web-based system
in 2016.
PARTICIPANTS
Across these agencies, a total of
763 users logged in 10,272 times,
up 33.9% on the 588 agency users
who logged in 7,670 times in 2015.
In 2016, the following OMA member
companies had their advertising
faces measured by MOVE:
• Adshel
• APN Outdoor
• Bishopp Outdoor Advertising
• goa
• iOM
• JCDecaux
• Metrospace Outdoor Advertising
• oOh!media
• Outdoor Systems
• QMS Media
• TorchMedia
Since its launch in
2010, MOVE has
continuously updated
its data on an
annual basis.
DATA UPDATES
Regular updates ensure the integrity
and accuracy of the audience
measurement data published.
In September, MOVE announced the
findings from its 2016 data update
(p.42), revealing the national audience
for OOH had grown by 2.8% year-onyear.
On average that is 200,000 more
people each day exposed to OOH.
GOVERNANCE
MOVE is governed by a Board of
Directors voted in by the MOVE
shareholders and includes the MOVE
CEO who represents the interests
of the minority shareholders. There
were four official meetings of the
MOVE Board of Directors in 2016.
TRAINING
MOVE provided software and
methodology training throughout
the year for agencies and members.
There were 362 people who
attended the training sessions
(217 agency, 66 OMA members, and
79 attended methodology training).
A revamped training program
was introduced in 2016.
362 ATTENDEES
217
AGENCIES
79
66
OMA MEMBERS
ATTENDED
METHODOLOGY
TRAINING
PARTICIPANTS IN MOVE’S WEB-BASED SYSTEM
54 AGENCIES
763 USERS
10,272 LOGINS UP
33.9%
FROM 2015
7

Leading the charge | SECTION 03
A message from the
Chairman
As we move into 2017
and my third year as
Chairman, I reflect on
the year that was with
an incredible sense
of pride.
2016 was unstoppable for the Out of
Home (OOH) industry, our seventh
consecutive year of revenue growth,
posting a 15.8% net media revenue
increase year-on-year. The industry’s
net media revenue reached a record
high of $789.5 million in 2016, up
from $682.1 million* in 2015.
The demand for immediacy and
flexibility continued to drive Digital
OOH (DOOH) net media revenue
upwards in 2016, and this area of the
market now represents 40.2% of total
OOH media revenue, up from 28.4%
for the previous period last year.
The digital transformation is undeniable
and the rising share of net revenue
attributed to DOOH is proof of the
direction we are all heading.
We know that our growth is propelled
by many factors, and while our
expanding digital capabilities are
paramount, so too is our channel’s
ability to reach large audiences. It is
a fact that as a result of urbanisation
OOH audiences are growing faster
than the population. From 2010
to 2016, OOH audiences grew by
20.3%, compared to the population
growth of 13% for the same period.
In this world of fragmentation, the
age-old brand values of high visibility
and impact remain testament to why
OOH continues to catch the eyes of
busy commuters, therefore continuing
to appeal to advertisers. But we
mustn’t forget our channel’s capacity
to support memorable campaigns, big
and small, that are driven by vision,
ideas and creativity. This is certainly
the case for the OMA’s 2016 Creative
Collection Competition Grand Prix
winner: the University of Melbourne’s
Made Possible by Melbourne campaign.
The impressive, world-changing work
of researchers from the University
of Melbourne was the centrepiece
of an outdoor exhibition that used
a number of innovative and creative
executions via our OOH formats.
As a channel that is unable to be turned
off or blocked, OOH is unrivalled as
the ultimate broadcaster. For us it
is not just about advertising goods
and services, as an industry we are
committed to providing OOH signs as
a platform for amplifying messages for
arts, sports and charitable organisations,
as well as crucial community and
awareness raising campaigns.
In 2016, we saw many examples of how
our industry is using the power of OOH
for good, with our members collectively
contributing nearly $26 million in
support of over 200 beneficiaries
throughout the year. For the eighth
consecutive year, the industry
supported National Missing Persons
Week, partnering with the Australian
Federal Police in a week-long national
campaign, and donating over $984,000
in media space and production costs.
The significant contributions our
industry continues to make to the
community, government, and to our
cities, ultimately benefits us all. OOH
remains a considerable revenue stream
for government with over 50% of OOH
revenue returned in rent and taxes
to government and landlords around
the country. 1 We continue to deliver
essential services and savings to our
cities by building and maintaining
public infrastructure with a replacement
value of $352 million, including
bicycles, bins, bus shelters, kiosks,
park benches, pedestrian bridges,
public toilets and telephone booths.
Furthermore, OOH is continually being
upgraded and updated with new
technology, providing digital utility
such as WiFi and wayfinding services,
benefitting the community at large.
In 2014, 89% of Australia’s population
lived in urban areas. UNICEF predicts
that by 2050 the population will
be 94% urbanised and Sydney will
be home to eight million people.
I believe OOH can be an ally in
addressing some of the numerous
challenges in planning for that city.
8

$646.8M
ADDED TO AUSTRALIAN GDP BY
THE OOH INDUSTRY IN 2014
$273.5M
DIRECT CONTRIBUTION
$373.3M
INDIRECT CONTRIBUTION
OOH already has a significant part to
play in the ecosystem of our cities, yet
we believe we will continue to play
an increasingly more vital role into
the future. As we lean more towards
technological solutions in OOH, we
will become providers of even more
utilities, services and experiences for
people traversing and transacting in
our reconsidered and renewed urban
spaces. Smart OOH advertising will
play a part in making our future cities
more sustainable and liveable.
share with each passing year, as the
channel adjusts and provides for the
growing needs of our clients, community
and our changing city landscape.
I congratulate the OMA and MOVE
teams for their boundless energy
and unwavering commitment in
representing the OOH industry.
Their creativity, intelligent approach
and hard work continues to ensure we
remain an informative, approachable
and collaborative industry.
The last few years have seen
tremendous growth for the industry
and I am convinced that we have the
ability to grow further in the coming
years. In a climate of great change,
OOH stands to gain more market
Steve O’Connor
CHAIRMAN, OMA AND MOVE
*2015 figures have been adjusted from previously reported revenue to reflect changes
in OMA membership, allowing direct comparisons in revenue year-on-year.
1
Deloitte Access Economics, 2016, Out of Home Adds Value.
9

Leading the charge | SECTION 03
A message from the CEO
10
When I joined the
OMA in 2010, an area
of business that was
new to me, I had no
idea of the incredible
journey I was to
embark on.
Fast-forward seven years and the
advertising poster – big, small,
traditional or digital – now holds
a special place in my heart.
It is rare to work in an industry that
not only provides so much in the way
of growth, innovation and success, but
that also allows us to be generous,
to give back, and to use our business
for good. These three pillars of
innovation, growth and generosity
are what motivate me each day.
Given how prominently it sits in
our community, on our streets, and
most importantly, near our kids, we
are acutely aware of the power of
OOH. It is a balancing act between
representing and pursuing the
business needs of our members, our
advertisers and our economy, working
closely with local, state and federal
government to ensure that we comply
with regulatory and self-regulatory
commitments, and being respectful
of prevailing community standards.
Relationship building is therefore a
huge part of our role here at the OMA
and will remain our key focus into
2017. We continue to work closely
with our colleagues at the Advertising
Standards Bureau (ASB), the Australian
Association of National Advertisers
(AANA), 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
with industry codes of practice.
We work hard to honour the selfregulatory
codes that we have
developed or to which we are
signatories. In 2016, the OMA
introduced a new code, the
AANA Wagering Advertising and
Marketing Communication Code,
bringing the total number of codes
to which we adhere to 16.
By working together with industry
and government, through providing
content training and developing tools
such as the OMA’s Concept Advisory
Service, we are better communicating
and enforcing our Code of Ethics. We
are pleased to report that since 2011
when the code was breached eight
times, no more than two complaints
have since been found to breach the
Code of Ethics in any given year.
In 2016, Outdoor advertising made up
5.49% of total advertising complaints
to the ASB. Our track record speaks
for itself and the percentage of
complaints relating to OOH has
almost halved since 2010. We are very
proud of this, especially considering
our industry runs over 30,000
campaigns nationally each year.
OOH’s ability to deliver the biggest
audience via the power of the poster,
while leveraging leading edge
technologies that reach consumers
faster and in more engaging ways, is
undeniable. While print media struggles
to adapt to technology, TV competes
with live streaming and on-demand
services, and online struggles with the
proof of its metrics and ad blocking,
OOH continues to become more and
more relevant by integrating digital
and online into our existing channels.
As OOH becomes more established
in the city landscape – creating and
enhancing public spaces – and as our
populations grow, we know that our
signs will be about more than just
advertising, they will also deliver data.
People want to live in vibrant, connected
and accessible cities, and the OMA’s
2016 Future Cities conference addressed
this by bringing together city thinkers
and culture creators to help discuss the
link between cities of the future and the
utility OOH can provide to build them.
A big focus for the OMA in 2017 and
beyond will be calling on the new
collaborative relationships we’ve
built with government regulators
to find and implement smart-city
solutions that benefit us all.
OOH is the ultimate canvas for creativity.
Selected from over 150 campaigns, the
University of Melbourne’s Made Possible
by Melbourne campaign was named
the 2016 OMA Creative Collection
Grand Prix winner. The campaign
was undoubtedly the best example
of how OOH can be used by smart
advertisers to engage audiences across
multiple OOH platforms, complement
mobile, and create an interactive
experience that immerses audiences.

Our people matter and our members
are at the heart of all that we do.
We continue to work closely, and
regularly, with the OMA and MOVE
Board and committee members to
ensure the success of our outputs,
and ultimately, the industry.
Thank you to our industry peers and
members for your support throughout
2016. Only with your knowledge
sharing, generosity, hard work and
honesty can we work together to
build a better platform for business.
And thank you to the OMA and
MOVE teams. You indeed live up
to our values of being spirited and
smart with tons of humour and
heart. It was a hectic year but each
of you made it seem like a breeze.
OOH is dominating a unique space.
There is no other media channel
that offers the immediacy and
flexibility of digital alongside the
power and scale of traditional print,
that helps build cities of the future
by providing utility to communities,
while at the same time giving back.
3,100
FULL-TIME
903
EQUIVALENT (FTE)
JOBS SUPPORTED BY OOH IN 2014
DIRECTLY
EMPLOYED 2,200
INDIRECTLY
EMPLOYED
OOH is most certainly the
channel to be watching.
Charmaine Moldrich
CEO, OMA AND MOVE
11

In good hands | SECTION 04
OMA and MOVE
Board of Directors
What’s the future of Out of Home?
Steve O’Connor
JCDECAUX
“Through the supply of smart infrastructure with embedded technologies, Outdoor
advertising providers are playing an increasingly important role in the shaping
of cities and public spaces, revolutionising the relationship between residents
and the urban environment. This creates an opportunity for brands, in today's
fragmented media world, to catch and maintain the attention of consumers,
understand their needs, and be more inventive and engaging than ever before.”
Rob Atkinson
ADSHEL
Brad Bishopp
BISHOPP OUTDOOR ADVERTISING
Brendon Cook
OOH!MEDIA
12
“Out of Home can expect a sustained
period of growth. However, the strongest
growth will be directed to categories
with strong underlying audiences that
can leverage digital and mobile. Brands
will look to use contextual relevance,
location and have the ability to bring
their own data to deliver more precise
messaging to the right audiences.
With more cross channel partnerships,
data will sit at the heart of everything. It
will be the smart media players who use
that data to inform and drive their own
businesses, and that of their clients.”
“There’s never been a more exciting
time to be involved in the Out of
Home (OOH) industry. We are riding
a wave of greater interest in OOH
advertising as clients look to bolster
their brand and improve advertising
cut-through. Improvements in
technology, smarter advertising
techniques and a better client offering
all point to a brighter future.”
“There is no question that the future
of Out of Home (OOH) is bright.
With a growing audience spending
more time away from home, and our
ability to utilise smart data, I believe
advertisers are just at the beginning
of unlocking the true future potential
of OOH. Providing even deeper
engagement opportunities with the
right audiences is just the beginning.”

Richard Herring
APN OUTDOOR
Barclay Nettlefold
QMS MEDIA
Charles Parry-Okeden
EXECUTIVE CHANNEL NETWORK
“We all should have an optimistic view
of Out of Home’s (OOH) increasing
role in advertisers’ media selection.
As disruption increases for most media,
decreasing its ability to reach audiences,
OOH is well positioned to continue
to deliver increasing audiences with
existing and developing products.
The opportunity to extend our products
outside traditional OOH is real and will
only increase as technology improves.”
“The future of Out of Home (OOH)
involves further multi-platform
integration, engaging and relevant
content creation, and rich data and
analytics capabilities that will see OOH
transition from being one of the fastest
growing media channels to an even
more integral partner for advertisers
in the wider multi-media landscape."
“I can’t think of a better time to work in
the Outdoor media industry, however,
I’m just as excited by the fact the
long-term outlook for the sector is
extremely positive. Digitisation and
innovation combined with the rapidly
changing media landscape will only
see the Out of Home media categories
relevance continue to strengthen for
years to come.”
(RESIGNED 7 NOVEMBER 2016)
Peter Savage
METROSPACE OUTDOOR
ADVERTISING
“The industry has gone from speaking
of a digital future, to having a very
strong digital presence in a few short
years. The immediacy and targeted
marketing of digital billboards has
clearly strengthened the Out of Home
industry in the overall scheme of media.
It also adds a physical vibrancy to the
street scape."
(RESIGNED 31 AUGUST 2016)
Chris Tyquin
GOA
“The future of Out of Home (OOH)
is really exciting! We have only
scratched the surface of where
digital can take our medium, our
audience and our clients.”
Leah Whitford
IOM
“With the power to be anything,
anywhere and at anytime, there is no
wonder Out of Home is one of the
select mediums experiencing yearon-year
growth. Its adaptability and
versatility have ensured its relevance
time and again, and with the constant
introduction of new technologies, the
oldest medium is proving it is still the
strongest and most powerful option
for advertisers.”
(RESIGNED 31 MAY 2016)
13

In good hands | SECTION 04
OMA and MOVE team
Describe working at the
OMA and MOVE in one word.
In 2016, the OMA and MOVE were managed by the
CEO and employed 10 staff. The OMA and MOVE
rely on consultants, freelancers and agencies for
assistance on a project basis.
Exhilarating
MOVE KEY ACHIEVEMENT
Accuracy and innovation were the
keys to 2016. Accurate audience
data is our staple achievement each
year, and we took pride in ensuring
that 2016 was no different. Bringing
the industry together and getting
agreement on the Automated
Transaction Platform development
strategy was an innovation that
will help the industry grow.
Progressive
Maddison Napper
EXECUTIVE ASSISTANT
(RESIGNED NOVEMBER 2016)
Charmaine Moldrich
CEO, OMA AND MOVE
Compelling
Douglas Chau
SYSTEMS MANAGER, MOVE
Unifying
Vanguard
14
Kylie Green
INNOVATION AND TRAINING
MANAGER, MOVE
Grant Guesdon
GENERAL MANAGER, MOVE

REGULATORY AFFAIRS KEY
ACHIEVEMENT
In 2016, the Government Relations
team focused on researching and
planning the OMA’s inaugural
Future Cities conference (p.40) in
Brisbane, Melbourne and Sydney.
The conferences were a success,
helping the industry to develop a
richer understanding of the ecosystem
of our cities, while advocating
for the positive role signage will
play in cities of the future.
Inspirational
Bold
Tess Phillips
GENERAL MANAGER,
GOVERNMENT RELATIONS
Cathy Towers
PLANNING AND POLICY OFFICER
Ever-present
Julie Mclean
MARKETING AND OFFICE ASSISTANT
Dynamic
Ti-Ahna Firth
COMMUNICATIONS MANAGER
MARKETING KEY ACHIEVEMENT
Spirited
Kathy Hamill
GENERAL MANAGER, OMA
2016 reinforced Marketing’s role as the
key driver in broadcasting OMA and
MOVE research and data activities.
Future Cities, audience updates, and
the Primal Advantage (p.43) research
were all fundamental initiatives that
continued to prove that OOH can
connect advertisers with their audiences
anywhere, anytime when they are out
and about in an active state of mind.
AILING HUANG MARKETING AND OFFICE ASSISTANT (RESIGNED SEPTEMBER 2016)
15

Committed to giving back | SECTION 05
Contributions to
the economy
While we are an industry of advertisers, we are also conscious of our
responsibility to the community within which our medium resides. A fair
portion of our time is focussed on the core business of advertising, but a great
deal of work goes on behind-the-scenes to ensure we remain committed to the
community at large and that we give back in a significant and worthwhile way.
16
Out of Home (OOH)
continues to make
an important and
growing contribution
to Australia’s economy
and to our cities that
ultimately benefits
us all.
Research undertaken in 2016 identified
several branches of OOH growth and
established a crucial fact: the community
and Australian governments at all
levels benefit from OOH advertising.
OOH IS GROWING GDP AND JOBS
Each year, OOH contributes close
to $647 million to Australia’s
Gross Domestic Profit (GDP) and
supports approximately 3,100 fulltime
equivalent (FTE) jobs. 1
OOH IS HOME GROWN
The majority of OOH media companies,
four of which are ASX listed, are
Australian owned and operated, with
profits going back into the Australian
economy and communities. OOH is
hyper-local by nature, and with the
rise of global digital media giants,
OOH is increasingly important to
local advertising and advertisers.
OOH IS GIVING BACK TO
GOVERNMENTS
The industry provides a revenue
stream to government, returning
$1 in every $2 of revenue in rent
and taxes to government and other
landlords. 2 This revenue generated
from advertising on sites leased from
government goes directly to funding
roads and road safety campaigns.
OOH broadcasts government messages.
It is the channel government trusts
to broadcast community messages,
spending up to $35 million on
OOH campaigns each year.
The OOH industry adheres to a
robust system of self-regulation
for advertising content. This saves
government from having to manage
or fund a regulatory system.
OOH delivers essential services and
savings. OOH built and maintains public
infrastructure with a replacement
value of $352 million, including
bicycles, bins, bus shelters, kiosks,
park benches, pedestrian bridges,
public toilets and telephone booths.
OOH IS HELPING TO BUILD
SMART CITIES
More than 17,500 pieces of
public infrastructure delivered
by the OOH industry make our
cities more user-friendly.
The OOH industry is investing in
innovation and smart city technology.
OOH is continually being fitted with
new technology, providing digital utility
such as WiFi and wayfinding services,
benefiting the community at large.
The innovation investment is paying
for itself, with digital OOH making
up to 40.2% of revenue in 2016.

SIGNS OF GROWTH
$647M
APPROXIMATE CONTRIBUTION TO
AUSTRALIA’S GDP EACH YEAR
$789M
OOH’S NET MEDIA REVENUE
IN 2016 (RECORD HIGH)
3,100
FULL-TIME EQUIVALENT (FTE)
JOBS SUPPORTED BY OOH
EACH YEAR
17,664
PIECES OF PUBLIC
INFRASTRUCTURE DELIVERED
BY OOH
IN
$1 $2
RETURNED IN OOH REVENUE
TO RENT AND TAXES
$352M
REPLACEMENT VALUE OF PUBLIC
INFRASTRUCTURE MAINTAINED
BY OOH
1
Deloitte Access Economics, 2016, Out of Home Adds Value: Out of Home Advertising in the
Australian Economy. Figures are calculated for 2014 calendar year and expressed in 2016 dollars.
2
Deloitte Access Economics, 2016, Out of Home Adds Value.
17

Committed to giving back | SECTION 05
Joint industry
sponsorship
OMA members
continued their vital
support of National
Missing Persons
Week (NMPW)
for the eighth
consecutive year.
Partnering with the Australian Federal
Police (AFP) in July 2016, the OMA
supported a week-long national
Out of Home (OOH) campaign.
NMPW aims to raise awareness about
the issues and impacts associated
with missing persons cases. Each
year, more than 35,000 people
are reported missing. While 95%
are found within a short period of
time, there remain approximately
1,600 long-term missing persons.
39.5 million contacts were made during
the week-long campaign, resulting in
55 direct Crime Stoppers reports, and
one long term New South Wales (NSW)
missing person being successfully
located on the Central Coast.
Participating OMA members included
Adshel, APN Outdoor, Bishopp Outdoor
Advertising, Executive Channel Network,
goa, JCDecaux, Metrospace Outdoor
Advertising, oOh!media, QMS Media,
Tayco Outdoor, Tonic Health Media
and TorchMedia. Print production
was managed by OMA members
MMT Print and Omnigraphics.
Using the unique strength of OOH
as a prominent broadcast medium,
the objectives of this campaign were
two-fold: urgently assist in finding
profiled missing persons and, by
highlighting the crucial work of the AFP
National Missing Persons Coordination
Centre, raise community awareness
of all missing persons cases.
In 2016, OMA members donated over
$984,000 in ad space and production
costs across Australia. A total of
SINCE 2008 THE OOH
INDUSTRY HAS DONATED
$2.9M+
TO THE
35,000
18
IN ADVERTISING SPACE
TO BRING ATTENTION
AUSTRALIANS WHO GO
MISSING EACH YEAR

CASE STUDY
“The more people that
see the faces of those
missing, the more chance
we have of finding them
and re-uniting them
with their families and
friends. Police would be
unable to receive this
critical information or
solve such cases without
the support and targeted
Outdoor advertising
provided by the OMA.”
Marina Simoncini
NATIONAL COORDINATOR MISSING PERSONS AND
EXPLOITED CHILDREN, AUSTRALIAN FEDERAL POLICE
A HEARTENING RESULT
David John O’Reilly
was last seen leaving
his home on Thursday
5 March 2015.
Informing a family member he would
return, he didn’t. Concerned family
members considered this behaviour
out of character and reported him
missing to the NSW Police.
David was featured as part of the
2016 NMPW OOH campaign and
the details of his disappearance
were widely promoted and
shared with the community and
media outlets across NSW.
Crime Stoppers received multiple
calls from the community who
reported seeing a man matching
David’s description and on Friday,
12 August 2016, David O’Reilly
was located safe and well.
19

Committed to giving back | SECTION 05
Community and
charitable contributions
The Out of Home (OOH) industry is a long-standing supporter of a wide
range of not-for-profit organisations and continues to be perfectly positioned
to broadcast government and community awareness messages, including road
safety, public health, community service and government campaigns.
In 2016, OMA members
continued to show huge support
in using the power of OOH in
messaging for good.
It is estimated that the industry donated media space
and advertising production valued at approximately
$26 million, and supported over 200 beneficiaries
(p.62) including Australian charities, healthcare
organisations, environmental organisations, public
bodies, as well as arts and cultural organisations.
CAMPAIGN: SAVING RETURNED SOLDIERS’ LIVES
ADVERTISER: WALKING WOUNDED
Walking Wounded, a charity that supports returning
veterans suffering post-traumatic stress disorder (PTSD),
was the beneficiary of an OOH campaign via oOh!media’s
Million Dollar Pitch initiative. The initiative aimed to illustrate
just how the sector has evolved into a powerful media
channel in an age of media fragmentation.
Results from the campaign showed almost 86% of
Australians were exposed to the campaign in its first
three weeks, with at least half of those who recalled
the campaign taking action.
WALKING WOUNDED CAMPAIGN RESULTS
29%
BRAND AWARENESS,
UP FROM 15%
6X
MONTHLY ONLINE
SEARCH VOLUMES
30%
VIEWERS RECALLED ADS,
WITH RECALL AT 49% IN
RETAIL ENVIRONMENTS
20K+
SOCIAL BRAND
ENGAGEMENTS
IN
1 4
SPOKE TO FRIENDS AND
FAMILY ABOUT PTSD
AFTER SEEING THE ADS
IN
3 5
WERE LIKELY
TO DONATE TO
WALKING WOUNDED
20

21

Committed to giving back | SECTION 05
“As long-standing partners, the Sydney Opera
House and APN Outdoor have enjoyed a mutually
beneficial relationship for many years and each year
our partnership grows. Through APN Outdoor’s
digital assets, we have been able to share the stories
from The House in a more innovative, reactive
and flexible capacity and we look forward to
continuing this partnership for some time.”
Chloe Sawyer
HEAD OF PARTNERSHIPS, SYDNEY OPERA HOUSE
22

CAMPAIGN: A METRE MATTERS
ADVERTISER: AMY GILETT FOUNDATION
An awareness campaign by the Amy Gillett Foundation
communicating to drivers that when they are
overtaking cyclists, they need to allow a minimum
passing distance of one metre, so as to reduce the
incidence of serious injury and death of cyclists.
CAMPAIGN: HEY TOSSER! PUT IT IN THE BIN
ADVERTISER: NSW GOVERNMENT
Each year, over 25,000 tonnes of rubbish is tossed in
New South Wales (NSW). This campaign urged the
community to think before tossing their rubbish and
encouraged them to report those who they saw littering.
CAMPAIGN: MOBILE DRUG TESTING
ADVERTISER: TRANSPORT FOR NSW
A public education campaign aimed at warning
NSW drivers of the likelihood and consequences
of being detected for drug driving by NSW
Police using Mobile Drug Testing, or MDTs.
23

Taking our responsibility seriously | SECTION 06
Self-regulation and
advertising content
With great exposure
comes great
responsibility, and
OMA members are
committed to meeting
community standards.
The OMA’s Code of Ethics is a set of
voluntary principles that defines the
industry’s standards for doing business
with advertisers and regulators, and its
responsibilities towards the community
and the environment. The Code of
Ethics supplements the obligations
that members are already required
to comply with under existing laws,
including Federal and State law.
members with clear guidance about the
16 self-regulatory industry codes
and how best to comply with
them. Australia’s system of selfregulated
advertising is highly
successful. However, the decision
on what is acceptable advertising
content can be a subjective one.
SELF-REGULATION
OMA CODE OF ETHICS
Out of Home (OOH) is an incredibly
powerful medium, a prominent fixture
for all to see – where we live, shop
and play. You can’t turn OOH off and
you can’t change the channel. This is
why it is important for the industry
to have its own Code of Ethics*
to ensure that members operate
their businesses responsibly.
CONTENT TRAINING
OMA conducts a regular program
of Content Training for members
in conjunction with the Advertising
Standards Bureau (ASB), the Australian
Association of National Advertisers
(AANA), The Communications Council
and the Alcohol Beverages Advertising
Code (ABAC) Scheme. This training is a
key part of the industry’s demonstration
of its commitment to providing
While OMA members don’t always
create the advertisements placed on
their signs, they do take responsibility
for what is displayed. The OMA works
with the ASB to ensure OOH advertising
meets prevailing community standards
and attitudes. The OMA supports
the complaints procedure managed
by the ASB, and also works with the
AANA, The Communications Council
and the ABAC Scheme to ensure that
members only display advertising
ATTENDEES OF OMA’S SELF-REGULATION CONTENT TRAINING
25 BRISBANE
21 MELBOURNE
15 PERTH 65 SYDNEY
126 TOTAL
24
*www.oma.org.au/regulation-and-community/advertising-content-and-self-regulation/oma-industry-policies

that meets community standards
and the self-regulatory codes.
OOH is the ultimate broadcaster – its
audience includes people of every age,
race, gender and religion. The 2011
Federal Government Inquiry into the
Regulation of Outdoor Advertising
confirmed to the industry, and the OMA,
that it must be especially considerate
of the way in which it captures its
massive audience’s attention.
The Inquiry also showed the OMA
that the self-regulatory codes are
only effective if fully understood by
all members. Since that time, the
OMA has taken responsibility for
this and has established a program
of education and advertising prevetting
initiatives including:
• Content Training for members
• Content Review Policy, including
a copy advice service
• Concept Advisory Service
for advertisers and creative
agencies at the early stage of
a campaign’s development.
CONTENT REVIEW POLICY AND
CONCEPT ADVISORY SERVICE
The OMA developed a Content Review
Policy, including a copy advice service,
that sees members seeking advice from
the OMA. Members send over
250 pieces of creative per year.
The OMA’s Concept Advisory
Service exists to offer advertisers
and creative agencies free advice
at the early stage of a campaign’s
development about the suitability of
their content for 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, and therefore the Concept
Advisory Service helps to eliminate
the likelihood of a breach by gauging
content and determining whether
the proposed advertisement:
• Treats sex, sexuality and
nudity with sensitivity
• Contains violence that cannot
be justified in its context
• Uses language suitable
for a broad audience.
In 2016, the OMA pre-vetted 261 pieces
of advertising creative, rejecting
29 advertisements and seeking
modifications to another to 52. Once
members seek the OMA’s content
advice, they must comply with it.
2016 PRE-VETTED ADVERTISING
SUBMITTED
AND PASSED
REFERRED TO THE ALCOHOL
ADVERTISING PRE-VETTING
SERVICE (AAPS)
NOT OK
MODIFIED
Q1
Q2
Q3
Q4
0 10
20
30
40
50
60
70
80
90
25

Taking our responsibility seriously | SECTION 06
The aim of the OMA
is to build a more
sustainable industry
for its members
while advocating
for regulation that
is fair and equitable
for governments, the
community and
the Out of Home
(OOH) industry.
COMPLAINTS
The vast majority of advertisements
that run on OOH, and other advertising
channels, are not complained about;
of those that are, most are not found
to breach any codes. Since the 2011
Federal Government Parliamentary
Inquiry, the OMA has seen a significant
reduction 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 eight
breaches in total from 2012 to 2016.
Considering OMA members display
over 30,000 campaigns nationally
each year, this equates to less than
1% of all campaigns breaching any
codes. This record alone is proof of a
mature industry that takes its social
responsibility seriously and understands
the role it plays in the public domain.
While the industry works hard to
continually improve its track record,
all complaints and breaches become
learning tools for the OMA and its
members. They demonstrate that the
system of self-regulation is working
and give the OMA the opportunity to
reflect on where it can be improved.
For example, a single breach in 2016 led
to the OMA introducing a new policy
that requires all advertisements with
modifications proposed by OMA after a
content review, to be resubmitted to the
OMA for final approval prior to posting.
GOVERNMENT REGULATION
2016 saw some state governments
propose additional regulation on
various types of advertising content.
The OMA believes given the success
of the self-regulatory system, public
resources would be more effectively
spent on education programs to address
significant non-media influences
such as peers, parents and teachers.
As Todd Sampson from the Gruen
Transfer on ABC television once said,
“We can’t child-proof the world, we
have to world proof our children.”
REGULATORY AFFAIRS
While Australia’s robust system of
self-regulation guides the content
that can be displayed on OOH signs,
BEFORE
AFTER
26
Here we can see the OMA’s Concept Advisory Service at work – the before and
after of OOH advertising artwork as a result of having gone through a review.

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 to ensure
that regulations for roadside signage
are safe, flexible, and evidence-based.
The OMA also works closely with
State and Local governments to
ensure that guidelines are not overly
restrictive, and allow flexibility
for digital signage to offer more
utility and urban renewal to local
government precincts into the future.
In 2016, the OMA made a total of
14 submissions to State, Territory,
and Local governments in the
Australian Capital Territory (ACT),
New South Wales (NSW), Victoria
(VIC), Queensland (QLD), South
Australia (SA) and Western Australia
(WA). Submissions included:
ACT – ONE SUBMISSION:
• ACT Planning and Land
Authority, Signs General Code
NSW – TWO SUBMISSIONS:
• Campbelltown City Council,
Amendment to DCP Part 16
Advertising and Signage
• Department of Planning and
Environment, Draft Transport
Corridor Outdoor Advertising
and Signage Guidelines
QLD – FOUR SUBMISSIONS:
• Fraser Coast Regional Council,
Fraser Coast Planning Scheme
• City of Gold Coast, Subordinate Local
Law No.16.8 (Advertising Devices)
• Mackay Regional Council, Draft
Mackay Region Planning Scheme
• Department of Transport and Main
Roads, Draft Policy for Management
of Roadside Advertising
SA – ONE SUBMISSION:
• City of Adelaide, Strategic
Plan 2016 – 2020
VIC – THREE SUBMISSIONS:
• Knox City Council, Amendment
C150 Knox Planning Scheme
• Department of Environment,
Land, Water and Planning,
Review of Native Vegetation
Clearing Regulations
• City of Melbourne, Future
Melbourne 2026
WA – THREE SUBMISSIONS:
• City of Canning, Local Planning
Policy, Advertising Signs
• City of Perth, City Planning
Scheme Signs Policy
• City of Bunbury Local
Planning Policy, Signage and
Advertisements (Illuminated Signs)
OMA MEMBERS’ COMPLAINTS TO THE ASB UPHELD
2016
2015
2014
2013
2012
2011
OOH: 5.49%*
OOH: 8.36%*
OOH: 10.66%*
OOH: 9.59%*
OOH: 4.8%*
OOH: 26.35%*
0
1
2
3
4
5
6
7
8
9
10
NUMBER OF ADS BREACHED
AANA GUIDELINE BREACHED:
SEX, SEXUALITY
AND NUDITY
VIOLENCE
WORK HEALTH
AND SAFETY
DISCRIMINATION
*of all complaints
27

Taking our responsibility seriously | SECTION 06
Environment and
sustainability
The OMA recognises its responsibility to minimise the impact of the
industry’s operations on the built and natural environment, and to
contribute to the sustainability of the communities in which it operates.
The OMA is
committed to leading
the industry in open
and constructive
communications with
relevant authorities,
government agencies
and the community
on sustainability
and environmental
issues that relate to
the industry.
Throughout 2016, OMA members
continued to demonstrate an ongoing
commitment to reducing the impact of
the industry on the environment. Listed
below are some of the actions taken in
2016 by the OMA and its members:
• Adopting programs to reduce waste
generation, including the waste
produced from the production and
display of PVC advertising banners
• Recycling of waste materials,
where practical, management
of water consumption and
reduction in Co 2
emissions
• Monitoring and reporting on
evolving OOH technologies that
reduce the impact of industry on
the built and natural environment
• Establishing achievable and
measurable environmental
initiatives, including:
• Benchmarks for monitoring
the reduction in the
generation of waste, including
recycling programs for
Outdoor advertising skins
• Programs to conserve energy,
water and natural resources
through increased efficiency
and the introduction of
new technologies and
production methods
• Targets to increase the number
of fuel efficient vehicles within
operational transport fleets
• Providing sponsorships or inkind
support towards community
initiatives that champion
environmental causes
• Environmental management
systems and best practices in place
assuring ISO14001 accreditation
• Use of LED to reduce
energy consumption.
NEW PARTNERSHIP – A
GAME-CHANGER FOR THE
ADVERTISING INDUSTRY
In 2016, the OMA partnered with
the Vinyl Council to provide
industry-wide engagement and
coordination of a landmark project
to undertake trials to recycle
PVC coated banners, leading the
industry to a more environmentally
friendly and sustainable future.
28

29

Our ongoing transformation | SECTION 07
RESULTS:
3.2M
44M
284%
MILLION VISITORS
TO THE EXHIBITION
MILLION REACHED
GLOBALLY
INCREASE IN WEB
TRAFFIC
30

CASE STUDY
University of
Melbourne
Creative Collection Competition
2016 Grand Prix Winner
The University of Melbourne’s Made Possible by Melbourne
campaign was named the 2016 Creative Collection
Competition Grand Prix winner, with an honourable
mention going to Bonds The Boys.
CAMPAIGN: MADE POSSIBLE BY MELBOURNE
ADVERTISER: UNIVERSITY OF MELBOURNE
The Made Possible by Melbourne
campaign was the University of
Melbourne’s 2016 brand campaign,
designed to showcase to the public
the world-changing research taking
place at the University of Melbourne,
and the real world impact it creates.
To achieve this, the city of Melbourne
was used as a platform for showcasing
a free exhibition of 14 specially
designed and manufactured OOH
installations across the CBD, which
used models and interactive elements
to enhance public engagement
with each research story.
Virtual maps, free cycling tours,
a pop-up cafe and a digital audio
tour, telling a short story about each
research program and the academics
behind it, accompanied the exhibit.
The installations also invited the
public to explore more about the
research via the University’s digital
story-telling platform, Pursuit.
31

Our ongoing transformation | SECTION 07
Creativity
“Rule breaking and brave,
there was one clear winner
as OOH proves it can
play in the content space,
too. When the world is
going mad for thumbstopping
three second
online auditions, the
University of Melbourne
and McCann prove that
if your content is good
people will step forward,
engage and get involved.”
Jon Kelly
CREATIVE DIRECTOR, IRIS WORLDWIDE
Out of Home (OOH) is a
powerful platform capable
of supporting a range of
break-through technologies,
innovative messaging, and
creative executions.
OOH continues to retain its long-standing brand
attributes, including high visibility, high engagement,
and cost effectiveness. But with advancements in
technology, these brand values are extending to include
so much more for advertisers – greater creativity and
innovation, immediacy and flexibility, as well as utility.
OMA’S CREATIVE COLLECTION COMPETITION
Launched in 2013, the OMA’s Creative Collection
recognises the best in Outdoor advertising each quarter.
The competition continues to gain momentum, with
winners appearing in the biennial publication OPEN –
an anthology of Outdoor creative from Australia and
around the world. OPEN 3 will be released in May 2017.
In 2016, the OMA received 156 entries as part of
the competition. From these, the OMA awarded
17 campaigns in the following four categories:
1. Best traditional use of the OOH medium
2. Best use of technology/innovation
3. Best creative execution
4. Best use of a special build
32

Best traditional use of the
OOH medium
Criteria: visual impact, clarity of message, clear and
obvious branding, contextually relevant.
Q1 WINNER
CAMPAIGN: STREETS COOLER SNACK
ADVERTISER: UNILEVER
33

Our ongoing transformation | SECTION 07
Best use of technology/innovation
Criteria: embraces new technology and innovation
such as live feeds, weather triggered technology,
recognition technology, and payments (including
donations and e-commerce).
Q2 WINNER
CAMPAIGN: #CREATEWELCOME
ADVERTISER: MDA QUEENSLAND
34

Best creative execution
Criteria: strong creative appeal and impact, strong
photography and art direction, ability to generate an
emotional response.
Q3 WINNER
CAMPAIGN: UTS: SCIENCE SUPERLAB
ADVERTISER: UNIVERSITY OF TECHNOLOGY
SYDNEY (UTS)
Best use of a
special build
Criteria: 2/3D extensions,
complementary sound and/or light
experience, materials built in to
create effects, dispenses products.
Q3 WINNER
CAMPAIGN: NESPRESSO RECYCLE
ADVERTISER: NESPRESSO
For a full list of the winners visit www.oma.org.au/media2/creative-collection
35

Our ongoing transformation | SECTION 07
Technology and
innovation
The digital revolution continues to breathe new life into Out of Home (OOH).
It’s an exciting time
to be part of the
OOH industry.
While the digital revolution is
fragmenting many other media
channels, the opposite is true for OOH.
The demand for immediacy and flexibility
continued to drive digital OOH (DOOH)
net media revenue upwards in 2016, with
this area of the market representing
40.2% of total OOH media revenue,
up from 28.4% for the previous year.
Technology has strengthened the impact
of OOH, taking it from a passive medium,
to one that can be fully interactive; a
potential one-stop shop for promotion,
engagement, and transaction.
With consumers demanding to be
connected with the world on their
terms, DOOH is becoming more
relevant than ever before. By aligning
with mobile and digital technologies,
advertisers are now able to connect
with their audience anywhere, anytime.
The types of innovations that have
emerged over the years include:
• Live feeds
• Near Field Communications (NFC)
and Quick Response (QR) codes
• Beacon technology
• Mobile and social media integration
• Day-parting
• Facial Recognition
• Geo-targeting
• Touch-screen
• Tap and Go payments (including
donations and e-commerce)
• 3D and Augmented Reality
AUTOMATED TRANSACTION
PLATFORM
The industry continues to look
for ways to make the planning of
OOH easier with the development
of the Automated Transaction
Platform (ATP): a one-stop hub
for the buying and selling of OOH
in Australia across all formats.
In March, eight companies were
selected from an Expression of
Interest process to provide a more
detailed response in a Request
for Proposal from the OMA.
special effects.
Following extensive reviews of their
The opportunity for advertisers to
uniquely engage and transact with
submissions, four were selected to
present to the Board in August.
consumers increased greatly in 2016
thanks to developments in OOH
technology in more locations around
Australia. OMA members continued to
push the boundaries, searching for new
and innovative ways of incorporating
After deliberation, the OMA
Board concluded none met the
requirements of the industry and an
alternate plan was prepared for the
development of the ATP in 2017.
new technology into OOH executions.
2012
2013
2014
2015
2016
DOOH AS A PERCENTAGE
OF TOTAL OOH REVENUE:
36
7.5%
11.3%
17.2%
28.4%
40.2%

CAMPAIGN: THE BOYS
ADVERTISER: BONDS
Bonds The Boys used laconic Australian humour to promote
Bonds’ range of comfortable men’s underwear. A variety of
media was used, the most innovative being a 24-metre-high
digital billboard which streamed a live weather feed to which
‘the boys’ responded, as boys do – if it was cold the boys went
up, if it was warm they went down, and if it was windy they
swung from side to side.
37

Our ongoing transformation | SECTION 07
CAMPAIGN: ROAD TO RIO 2016
ADVERTISER: AUSTRALIAN OLYMPIC COMMITTEE
The Road to Rio 2016 campaign kept the country abreast
of the latest Olympic news in real time. Over 1,200 creative
executions, ranging from medal announcements to social
feeds, news updates and live scoreboards were projected
onto digital screens, bringing the pride of the Olympics
to the streets and in front of everyday Australians.
38

“I think the Outdoor
sector has done a
great job of really
being adaptive and
transformative. To me
Out of Home is still
all about being a mass
awareness broadcast
channel, but they have
evolved that to being
a geo-based, digitally
lead, content platform
which is really exciting.”
Sophie Madden
CEO, MEDIA FEDERATION OF AUSTRALIA
CAMPAIGN: UV ALERT
ADVERTISER: CANCER INSTITUTE OF NEW
SOUTH WALES (NSW)
The Cancer Institute of NSW used a UV alert system via
digital Out of Home panels to trigger sun smart messages
based on real-time radiation levels. This campaign alerted
passers-by to the dangerous effects of exposure to UV
rays at particular parts of the day, while also providing
simple steps that can be taken to avoid UV damage.
39

Our ongoing transformation | SECTION 07
Future Cities conference
UNICEF predicts that
by 2050 a whopping
94% of Australia’s
population will live
in cities. So what does
this mean for Out of
Home (OOH)?
As our populations grow and become
more urbanised, OOH is becoming more
established in the city landscape.
The OOH industry will play an important
role in shaping and activating urban
spaces by investing in innovation and
smart city technology, enhancing
what our signs can offer advertisers,
governments, and the public, and
ultimately making our future cities
more sustainable and liveable.
In April 2016, the OMA hosted the
inaugural Future Cities conference
series in Melbourne, Queensland,
and Sydney. Future Cities brought
together representatives from
business, government, the arts, and
the community to openly discuss
the future of Australian cities, and to
encourage partnership and collaboration
in order to create better public
places that we can all benefit from.
The aim of the talks was to show the
vital part OOH plays in cities, and how
that role will grow as digital technology
advances. Future Cities provided an
opportunity for the OOH industry to
demonstrate itself as forward thinking,
and to highlight the utility OOH can,
and does, offer to cities through
WiFi networks, emergency messaging,
intelligent use of data, and more.
ATTENDEES
To an audience of over 260 people,
across three cities in as many days,
the OMA introduced a range of
speakers talking on topics regarding
the development and changing nature
of our cities. The audiences consisted
of representatives from key Ministers’
offices, key local councils, transport
authorities, the Planning Institute of
Australia, planning authorities, as well as
media and creative agencies, advertisers,
planners, consultants, design companies,
universities and OMA members.
THE RESULTS
There was healthy engagement and
conversation on social media with
300 posts made using the event
hashtag – #OMAFutureCities – resulting
in reach to an audience of 162,886 and
overall growth to OMA social channels.
The Sydney event was filmed and
presentations from the event are
available on the OMA website.
As a result of the success of this
inaugural event the OMA will consider
holding a conference of this type semiregularly
in an effort to promote the
OOH industry’s place in future cities.
SURVEY RESPONDENTS
94%
SATISFIED/VERY
SATISFIED WITH
THE EVENT
52%+
WOULD ATTEND
FUTURE EVENT
FROM OMA
76%+
WOULD LIKE
TO HEAR FROM
SPEAKERS AGAIN
54%+
CHANGED THEIR
PERCEPTION OF
THE OMA AND OOH
40

“The OMA’s Future Cities conference allowed
government and business to come together
to discuss the future of our great city, the
opportunities that exist and the roles we can
all play to ensure we get the best outcomes.”
Angela Vithoulkas
INDEPENDENT COUNCILLOR, CITY OF SYDNEY
41

Our ongoing transformation | SECTION 07
MOVE 2016 data update
Out of Home (OOH) audiences are growing faster than the population as
a result of urbanisation. From 2010 to 2016, OOH audiences grew by
20.3% compared to the population growth for the same period of 13%.
OOH audiences
are growing.
The 2016 data update revealed that the
national audience for OOH has grown
by 2.8%, year-on-year, across the five
mainland capital cities measured by
MOVE, and across the suite of OOH
formats, marking a sixth consecutive
year of growth. The 2016 update also
saw 200,000 more people, on average,
in OOH environments each day. OOH
can now reach 12.4 million people
each day, who are making a total of
52 million trips daily. The numbers
result in an increase in exposure
for the vast majority of the 80,300
advertising faces measured by MOVE.
The 2016 data update also incorporated
new data including: updated Australian
Bureau of Statistics (2014); population
and employment levels across more
than 17,800 separate travel zones;
changes to transport infrastructure;
changes to public transport routes; new
signs; and updates to trip attractors in
each travel zone, including shopping
centres and school enrolments.
Also included in this update was a
new format – the measurement of
Sydney Light Rail (advertising on
the inside and outside of light rail).
The number of locations measured by
MOVE has also seen a massive increase.
MOVE now measures 504 shopping
centres, a 236% increase from its launch
in 2010. This scenario is typical across
the OOH industry, where development
in existing Outdoor formats by MOVE
members is creating more opportunities
for clients to connect with customers.
OOH AUDIENCES 2016
2.8%
INCREASE IN
OOH AUDIENCE
YEAR-ON-YEAR
200K
MORE PEOPLE
IN OOH
SPACES DAILY
52M
DAILY TRIPS
THROUGH
OOH SPACES
12.4M
PEOPLE
REACHED BY
OOH DAILY
42

Industry research
Out of Home (OOH)
gives brands a primal
advantage.
NEW BIOMETRIC RESEARCH
In August 2016, the OMA, in partnership
with independent research agency
Hoop Group, released the findings
of a new state-of-the-art biometric
research study* into understanding
consumers inside and out of the home.
This research showed that, as human
beings, it is in our nature to be more
alert when out of home, and revealed
two new insights for the industry to
take note of: that consumers are two
times more alert and likely to act on
messages than compared to inside the
home, and they are 2.5 times more alert
compared to screen time at home.
These new findings, combined with
the immediacy, flexibility, scale and
impact that OOH already offers is
a huge benefit for advertisers.
“What’s significant about this research is
that it captured people in their natural
environments, giving an accurate read on their
levels of arousal. The research shows we are
more aroused when we’re out of home – our
antennae are up. There’s more to react to,
therefore we’re more likely to act. We’re wired
to scan the environment for events that can
impact on us or things that are linked to our
goals. It’s a primal thing – survive and thrive.
This is important news for marketers as we
know arousal drives attention and memory
encoding, both of which are key factors that
underpin advertising message impact.”
Dr. Phil Harris
LEADING CONSUMER NEUROSCIENTIST AND
HONORARY FELLOW, UNIVERSITY OF MELBOURNE
RESEARCH SHOWS PEOPLE ARE
2X
AND
2.5X
MORE ALERT AND LIKELY TO
ACT ON MESSAGES WHEN
OUTSIDE THAN COMPARED
TO INSIDE THE HOME
MORE ALERT COMPARED TO
SCREEN TIME AT HOME
*www.theprimaladvantage.com.au
43

Itʼs about growth | SECTION 08
Performance
Out of Home
(OOH) net revenue
up 15.8% to an
all-time high of
$789.5 million.
REVENUE RESULTS
The OMA generates performance
reporting for the OOH industry
through the compilation of revenue
results and share of advertising
spend for its members, which
comprise 90% of the industry.
Once again, the OOH industry revenue
reached an incredible high, experiencing
its seventh year of consecutive growth
in 2016, posting a 15.8% increase on
net revenue year-on-year, taking the
industry’s revenue to $789.5 million,
up from $682.1 million in 2015.
This topped off a third year of doubledigit
growth, which saw consistent
year-on-year increases, starting strongly
with a 19.1% year-on-year increase for
quarter one, followed nicely with
18.2% year-on-year increase in quarter
two, 14.8% year-on-year increase in
quarter three, and finishing with a
12.4% year-on-year increase in
quarter four.
The demand for immediacy and
flexibility continued to drive digital
OOH net media revenue upwards in
2016, with this area of the market
representing 40.2% of total OOH
revenue, up from 28.4% for the same
period in 2015, and 17.2% in 2014.
REVENUE RESULTS ($M) 2007 – 2016
800
ORIGINALLY REPORTED
REVISED
789
700
678
600
500
428
454
400
477
494
503
508
544
548
602
579 * 682
400
300
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Originally Reported figures are what is reported at the end of each year.
44
Revised figures are reported at the end of the following year and account for changes
to OMA membership, to enable a like-for-like year-on-year comparison.
*In addition to membership changes the revised 2014 figures also has minor
adjustment due to over-reporting in the original 2014 figures.

PERFORMANCE BY QUARTER 2016
PERFORMANCE ACROSS FORMATS 2016**
• First quarter net revenue increased by 19.1%*
to $176.7 million, up from $148.4 million in 2015
• Second quarter net revenue increased by 18.2%*
to $184.6 million, up from $156.2 million in 2015
• Third quarter net revenue increased by 14.8%*
to $186.4 million, up from $162.4 million in 2015
• Fourth quarter net revenue increased by 12.4%*
to $241.8 million, up from $215.1 million in 2015.
• Roadside billboards (over and under
25 square metres) $296.4 million
• Roadside other (bus/tram externals, small
format, street furniture) $230.4 million
• Transport (including airports) $136.3 million
• ^Retail/lifestyle/other $126.4 million.
OOH REVENUE RESULTS BY QUARTER ($M) 2014 – 2016
Q1 Q2 Q3 Q4
2016
2015
2014
0
50
100
150
200
250
OOH REVENUE RESULTS BY CATEGORY ($M) 2014 – 2016 2016 2015 2014
300
250
200
150
100
50
0
Roadside billboards
Roadside other Transport Retail/lifestyle/other
*2015 figures have been adjusted to reflect changes in OMA membership,
allowing direct comparisons in revenue year-on-year.
^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.
**Figures may not add to total due to rounding.
45

Itʼs about growth | SECTION 08
Benchmarks
OUT OF HOME 5.7%
ECONOMIC
OTHER PRINT** 1.1%
CINEMA 0.9%
Commercial Economic Advisory
Service of Australia (CEASA)
NEWSPAPER 10.0%
reported the Out of Home (OOH)
MAGAZINE 1.9%
share of advertising spend in
2016 at 5.74% of the $13.74 billion
total spend on advertising.
2016
TOTAL ADVERTISING INCREASED
TV* 24.2%
7.7%
TO
$13.74B
ONLINE 44.4%
RADIO 8.3%
PAY TV 3.5%
FROM $12.76B IN 2015
% SHARE BY MEDIA RESULTS
2012 2013 2014 2015 2016
OUT OF HOME 4.6 4.8 5.1 5.3 5.7
CINEMA 0.8 0.9 0.8 0.9 0.9
NEWSPAPER 18.9 16.6 15.0 12.7 10.0
MAGAZINE 4.4 3.5 3.0 2.4 1.9
TV* 31.8 30.6 29.3 26.7 24.2
PAY TV 4.0 4.4 4.1 4.0 3.5
RADIO 9.3 9.0 9.0 8.7 8.3
ONLINE 24.5 28.4 32.9 38.3 44.4
OTHER PRINT** 1.7 1.8 0.8 1.0 1.1
Source: CEASA (excluding classifieds and directories).
*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.
46
**Other Print includes business and rural publications.

MEDIA AGENCY ATTITUDES
ABOUT THE INDUSTRY
The Media i industry survey collates
attitudes and opinions on issues that are
affecting the advertising industry and
tracks the sentiments and performance
of agencies, media channels and
media owners’ sales representation.
The latest survey, conducted in
October 2016 – with more than
3,950 respondents – reported
that the OOH industry was rated
as follows by agency personnel:
• Revenue growth in 2016: 2nd
after Mobile Digital
• Changing with the times: 2nd
after Mobile Digital
• Engaging consumers: 3rd after
Mobile Digital and Desktop Digital
PEOPLE
The survey also gauged the feelings
and perceptions of people working on
the media-owner side of the industry in
the following media channel categories:
Digital/Online, Magazines, Newspapers,
Outdoor/Cinema, Radio, and TV.
For the fourth year in a row, people
working in OOH were notably more
optimistic and positive about the
industry, feeling valued and enjoying
their workplace culture. Survey
results showed that of the 391 OOH
respondents, 80% rated themselves
as either happy or very happy. All
those happy vibes mean they also
feel the most rewarded for their work
(77%), they enjoy their organisation’s
culture (91%) and are least likely to be
actively looking for another job (19%).
In a show of tremendous support
for the OOH sector as an appealing
area for employment, as well as
professional experience and growth,
Outdoor/Cinema was the only channel
to show improvement in channel
attractiveness in the last year.
Across all media channels, OOH teams
rated the highest on all scores:
391
OOH RESPONDENTS
FEEL REWARDED
77% FOR THEIR WORK
ARE HAPPY/VERY
80% HAPPY
91%
ENJOY THEIR
ORGANISATION'S
CULTURE
47

Itʼs about growth | SECTION 08
Top spenders
ALL MEDIA
OUT OF HOME
2016 2015 CATEGORIES 2016 $M 2015 $M YOY% 2016 $M %SHARE
1 1 RETAIL 1,885.2 1,889.6 -0.2 83.4 4.4
2 2 ENTERTAINMENT & LEISURE 597.0 603.8 -1.1 64.7 10.8
3 5 MOTOR VEHICLES 967.0 1,026.0 -5.7 58.2 6.0
4 3 FINANCE 406.6 380.3 6.9 57.7 14.2
5 4 COMMUNICATIONS 309.3 278.5 11.1 49.4 16.0
6 7 FOOD 307.5 305.7 0.6 39.0 12.7
7 6 TRAVEL/ACCOMODATION 625.6 553.8 13.0 38.2 6.1
8 8 MEDIA 237.8 225.3 5.6 34.5 14.5
9 10 BEVERAGES ALCOHOLIC 71.5 73.3 -2.4 26.8 37.5
10 9 BEVERAGES NON-ALCOHOLIC 115.7 126.4 -8.5 26.3 22.7
ALL MEDIA
OUT OF HOME
2016 2015 ADVERTISERS 2016 $M 2015 $M YOY% 2016 $M %SHARE
1 1 SINGTEL GROUP 43.1 45.9 -5.9 18.5 42.9
2 2 LION 28.4 40.9 -30.6 12.4 43.6
3 8 GOVERNMENT COMMONWEALTH 90.1 73.9 21.9 11.2 12.4
4 9 ANZ BANKING GROUP LTD 33.9 32.2 5.3 10.3 30.5
5 3 GOVERNMENT NSW 61.9 59.1 4.7 9.8 15.9
6 11 VILLAGE ROADSHOW GROUP 55.0 52.3 5.2 9.7 17.6
7 7 SAMSUNG ELECTRONICS AUST P/L 22.2 26.0 -14.6 9.6 43.4
8 10 MCDONALDS FAMILY RESTAURANTS 71.2 62.3 14.3 8.7 12.3
9 19 COMMONWEALTH BANK AUSTRALIA 32.6 37.9 -14.1 8.3 25.5
10 13 WOOLWORTHS LIMITED 137.5 184.1 -25.3 8.3 6.0
48
Source: Nielsen AIS (excludes Digital and Direct Mail)

“Outdoor amplifies, drives incremental reach
and brand consideration. We subscribe
to Outdoor’s ability to provide a sense
of scale and presence in market. We see
through our research that Outdoor has a
very strong role to play when it comes to
multiplying our reach and frequency.”
Toby Dewar
HEAD OF MEDIA, WESTPAC
49

Backbone of the industry | SECTION 09
OMA committees
There are four OMA committees
appointed by the Board of Directors
to assist in identifying and managing
key issues affecting the Out of Home
(OOH) industry. The committees
comprise of staff from the OMA’s
membership base.
FINANCE COMMITTEE
The Finance Committee signs off on
the OMA’s monthly and quarterly
revenue reports. The committee also
provides strategic advice on all OMA
and MOVE financial matters to the
Board. There were two meetings of
the Finance Committee in 2016.
• Peter Cargin, QMS Media
• Wayne Castle, APN Outdoor
• Chris Hunt, Adshel
• Peter McClelland, oOh!media
• Charmaine Moldrich, OMA
and MOVE (Chair)
• Brendan O’Neill, JCDecaux
KEY ACHIEVEMENTS
Both the OMA and MOVE
exceeded the budget targets set
and all finances were in order.
MARKETING AND SALES
COMMITTEE
The Marketing and Sales Committee
develops effective strategies for all
ongoing and new marketing and
communications activities undertaken
by the OMA. There were a total
of four meetings of the Marketing
and Sales Committee in 2016.
• Michaela Chan, oOh!media
• Kirsty Dollisson, TorchMedia
• Nick Errey, oOh!media
• Matt Fisher, TorchMedia
• Ti-Ahna Firth, OMA
• Roopa Fullivai, Adshel
• Kathy Hamill, OMA (Chair)
• Ailing Huang, OMA
• Sarah Hughes, Adshel
• Yuki Ito, QMS Media
• Jane King, APN Outdoor
• Sara Lappage, QMS Media
• Meg McGinty, goa
• Julie Mclean, OMA
• Bruce Mundell, oOh!media
• Steve O’Connor, JCDecaux
• Jordana Sherlock, APN Outdoor
• Charlotte Valente, Adshel
• Essie Wake, JCDecaux
• Craig Wilson, Adled
• Janine Wood, APN Outdoor
KEY ACHIEVEMENTS
Successfully launched the Primal
Advantage biometric research study.
WORK HEALTH AND SAFETY
COMMITTEE
The Work Health and Safety (WHS)
Committee oversees matters relating to
WHS issues affecting the industry.
In 2016, the OMA held one WHS
installers’ workshop. The OMA also
held a series of WHS sub-committee
meetings to investigate the utility of a
web-based or mobile WHS application.
• Glenn Badcock, JCDecaux
• Brad Bishopp, Bishopp
Outdoor Advertising
• Steve Bovey, QMS Media
• Kevin Hoult, Prime Signs
• Tess Phillips, OMA (Chair)
• Ajay Powell, APN Outdoor
• Craig Pritchard, Country
Outdoor Signs
• Rosemary Roberts, oOh!media
• Blair Robertson, Daktronics
• Michael Saunders, Adshel
• Nigel Spicer, Cactus Imaging
• Cathy Towers, OMA
• Pete Tyquin, goa
• Dom Weir, Coresafe
• Collin Willshire, Prime Signs
KEY ACHIEVEMENTS
The WHS sub-committee investigated
and determined the most suitable
provider for web or mobile app
technology to support WHS
obligations of OOH installers.
50

“The engagement and collaboration within all the
OMA committees, between companies that are
otherwise competitors, is testament to a mature
and cohesive industry that gets things done.”
Chris Tyquin
JOINT MANAGING DIRECTOR, GOA
REGULATORY AFFAIRS
COMMITTEES
The Regulatory Affairs Committees
oversee all regulatory matters affecting
the industry. In 2016, the committees
focused on a number of regulatory
issues in New South Wales (NSW),
Queensland (QLD), and Victoria (VIC).
There were three meetings in NSW
and two each in QLD and VIC.
NSW / DIGITAL
• Kelly Ainley, Adshel
• Anita Burgermeister, oOh!media
• Michael Cali, oOh!media
• Bronwyn Clementson, APN Outdoor
• Graham Johanson, oOh!media
• Melissa Maggs, goa
• Charmaine Moldrich, OMA and MOVE
• Steve O’Connor, JCDecaux
• Tess Phillips, OMA (Chair)
• Michele Pirozzi, Adshel
• Damien Rath, APN Outdoor
• Blair Robertson, Daktronics
• Cathy Towers, OMA
• Adam Trevena, QMS Media
• Mike Tyquin, Adshel
• Andrew Tyquin, Outdoor Systems
• Brian Tyquin, Outdoor Systems
• Matthew Vincent, JCDecaux
• Diana Woolridge-Jones, Adshel
QLD
• Kelly Ainley, Adshel
• Hulwina Azmi, APN Outdoor
• Peter Bailey, Bailey
Outdoor Advertising
• Brad Bishopp, Bishopp
Outdoor Advertising
• Mitch James, Paradise
Outdoor Advertising
• Graham Johanson, oOh!media
• Brad Lindsay, APN Outdoor
• Melissa Maggs, goa
• Nick McAlpine, Bishopp
Outdoor Advertising
• Charmaine Moldrich, OMA and MOVE
• Tess Phillips, OMA (Chair)
• Peter Savage, Metrospace
Outdoor Advertising
• Rob Sharp, Adled
• Rod Taylor, Tayco Outdoor
Advertising
• Cathy Towers, OMA
• Adam Trevena, QMS Media
• Chris Tyquin, goa
• Matthew Vincent, JCDecaux
• Collin Willshire, Prime Signs
• Diana Woolridge-Jones, Adshel
VIC
• Luke Brett, oOh!media
• Peter Franklin, APN Outdoor
• Charmaine Moldrich,
OMA and MOVE
• Paul O’Doherty, Adshel
• Tess Phillips, OMA (Chair)
• Greg Power, Adshel
• Cathy Towers, OMA
• Adam Trevena, QMS Media
• Matthew Vincent, JCDecaux
• Adam Whitford, iOM
KEY ACHIEVEMENTS
• NSW: Negotiations on the City
of Sydney Development Control
Plan for Signs and Advertising,
submission to NSW Government
on the Transport Corridor
Advertising Signage Guidelines,
legal workshop for members
on Existing Use Rights.
• QLD: Submission to the new
Planning Scheme, consultation
on the Roadside Advertising
Guideline, legal workshop
on Existing Use Rights.
• VIC: Presentation to Vic
Roads and submission to
Future Melbourne 2026.
51

Backbone of the industry | SECTION 09
MOVE committees
In 2016, three committees supported
and contributed to the ongoing
management and development of
MOVE, as well as the development
and communication of Out of Home
(OOH) research.
INDUSTRY USER GROUP
The Industry User Group (IUG)
comprises of senior planners and
OOH buyers from major advertising
agencies, together with a MOVE
Board representative, the OMA and
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 2016.
• Tione Blackley, Group M
• Craig Cooper, Starcom
MediaVest Group
• Victor Corones, Magnaglobal
• Jo Dick, OMD
• Jackie Edwards, Magnaglobal
• Kylie Green, MOVE
• Grant Guesdon, MOVE
• Charmaine Moldrich, OMA
and MOVE
• Steve O’Connor, OMA
and MOVE (Chair)
• Cassandra Thomas-Smith,
Posterscope
TECHNICAL COMMITTEE
The Technical Committee (TECHCOM)
comprises technical representatives
from each of the major operator owners
of MOVE, a representative of MOVE’s
modelling contractor, Veitch Lister
Consulting (VLC) and is supported
by MOVE staff. TECHCOM oversees
all of MOVE’s technical development
and modelling matters. This includes
data updates and software updates,
as well as modelling and technical
developments that are used to derive
OOH measurement results. There were
ten meetings of TECHCOM in 2016.
• Nicola Akom, APN Outdoor
• Yasmin Berry, oOh!media
• Leah Buckley, Adshel
• Charlotte Chaouka, JCDecaux
• Doug Chau, MOVE
• Edwina Colquhoun, oOh!media
• Jamie Cook, VLC
• Tara Coverdale, oOh!media
• Kylie Green, MOVE
• Grant Guesdon, MOVE (Chair)
• Kathy Hamill, OMA
• Abigail Holmes, JCDecaux
• Sarah Hughes, Adshel
• Meg McGinty, goa
• Robyn Merritt, Adshel
• Leigh Morris, goa
• Cristina Smart, JCDecaux
• Janine Wood, APN Outdoor
• Christian Zavecz, QMS Media
AUTOMATED TRANSACTION
PLATFORM WORKING COMMITTEE
The Automated Transaction Platform
(ATP) Working Committee was added
in 2015 to assist the Board with defining
the technical specification for the
industry’s new ATP, currently in design
stage. There were three meetings of
the ATP Working Committee in 2016.
• Alex Black, Adshel
• Cassandra Collins, APN Outdoor
• Noel Cook, oOh!media
• Luke Franklin, Bishopp
Outdoor Advertising
• Jane Garry, Adshel
• Kylie Green, MOVE
• Grant Guesdon, MOVE
• Andrew Hines, APN Outdoor
• Gary Howells, Adshel
• Meg McGinty, goa
• Charmaine Moldrich, OMA
and MOVE (Chair)
• Oliver Newton, JCDecaux
• Daniel Owen, iOM
• Charles Parry-Okeden,
Executive Channel Network
• John Purcell, oOh!media
• Tom Sandow, JCDecaux
• Cristina Smart, JCDecaux
• Chris Tyquin, goa
• Mike Tyquin, Adshel
• Andrew Walls, oOh!media
• Daniel Wunsch, Executive
Channel Network
KEY ACHIEVEMENTS
KEY ACHIEVEMENTS
52
• 2016 audience data update
• Methodology enhancement
– light rail included in 2016
• Data Integration with
emma and geoemma.
Developed a detailed specification
of functionality inclusions in
the ATP, which was used in the
Request for Proposal in 2016.

53

Backbone of the industry | SECTION 09
Awards and accolades
OMA ANNUAL GENERAL MEETING
AND INDUSTRY AWARDS 2016
The OMA hosted its Annual General
Meeting combined with the Members’
Cocktail event, on Tuesday 17 May, with
industry awards presented on the night.
The OMA industry awards were
established to reward and acknowledge
those individuals who regularly
exceed organisational and industry
expectations and who are taking Out
of Home (OOH) to new heights. The
industry is only as good as the people
who work in it and we continue to hold
this group of people in high regard.
Congratulations to the following
members acknowledged in 2016
for their outstanding contribution
to the OOH industry:
EXCELLENCE IN INNOVATION AWARD
Greg Davis, oOh!media
OUTSTANDING SERVICE AWARD
Damien Rath, APN Outdoor
RISING STAR AWARD
Sarah Hughes, Adshel
THE OMA INDUSTRY AWARD
Janine Wood, APN Outdoor
“I was thrilled and hounoured to be
the recipient of the OMA’s Rising
Star Award in 2016. Personally, having
Adshel nominate me and with the
industry recognising the contribution
I’ve made over the past few years
has empowered me to look at how I
can do more. It’s a competitive and
challenging industry to work in and
I love to look beyond the norm.”
Sarah Hughes
54
PRODUCT MARKETING MANAGER, ADSHEL

2016 MEDIA I AWARDS
The 2016 Media i Awards were held in
November to recognise sales excellence
for teams and individuals across all
media channels. Voted by agency
professionals, the awards program
seeks to improve the understanding
and appreciation of the sales process
in delivering media excellence.
The Outdoor industry had another
year of big wins, scooping up seven
awards. Congratulations to the following
individuals and sales teams who were
recognised in the following categories:
MEDIA/OWNER SALES TEAM OF
THE YEAR
QUEENSLAND
JCDecaux: Elizabeth Burnett,
Gemma Ferrier, Louise Nicholls
SOUTH AUSTRALIA
oOh!media: Jessica Batrac, Sally
Lasogga, Maddy Lewis, Nathan
Robertson, Alana Zanardo
OUTDOOR/CINEMA SALES PERSON
OF THE YEAR
NEW SOUTH WALES
Gemma Watkins, JCDecaux
QUEENSLAND
Veronica Tsiros, APN Outdoor
SOUTH AUSTRALIA
Maddy Lewis, oOh!media
VICTORIA
Jess Marquis, QMS Media
WESTERN AUSTRALIA
James Van Grootel, oOh!media
55

Backbone of the industry | SECTION 09
OMA membership
In 2016 the OMA had a total of 34 member companies representing
approximately 90% of the Out of Home (OOH) industry in Australia.
The OMA serves its members by promoting the industry and
developing constructive relations with primary stakeholders.
Becoming an OMA
member is more than
just about membership.
It is about joining a community
of friends and colleagues, sharing
experiences and supporting one another
individually and collectively as an
industry. With a relatively small share of
the media pie, it is in our best interest
to work together to build the industry’s
profile through research and insights,
improve and transform what we offer
with new technology and innovation,
and to nurture our future growth by
ensuring a sustainable approach to all
aspects of business. An application
for membership requires the approval
of the OMA’s Board of Directors.
• The development of custom
research to advance the industry
• The development of industry
standards and guidelines.
ACCESS TO:
The Media Federation of Australia and
Australian Association of National
Advertisers accredited audience
measurement system, MOVE, electronic
newsletters, media releases and
media summaries, assistance and
regular updates on industry legislative,
regulatory and legal issues, including:
• Industry revenue reports
• Industry-specific, customised
WHS materials
• Individual council development
control plans.
BENEFITS TO MEMBERS
PROMOTION TO:
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 planning issues.
• Advertisers
• Creative agencies
• Government
• Industry stakeholders
• Media
• Media agencies
PARTICIPATION IN:
• Discussions and meetings on
legislative and regulatory issues
• OMA sponsored industry
seminars, events and awards
56

There are three
categories of OMA
membership:
MEDIA DISPLAY MEMBERS –
OUTDOOR MEDIA COMPANIES
These companies (p.58) advertise thirdparty*
products across all categories
in the OOH sector including: airports,
bicycle stations, billboards, buses,
bus stations, cafes, doctors’ surgeries,
free-standing advertisement panels,
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
MEMBERS – PRODUCTION AND
INSTALLATION COMPANIES
These companies (p.60) include printers
(including the supply of printing
materials), installers, maintenance
fabrication companies and other
producers of billboard skins and vinyls
used for OOH advertisements.
ASSET OWNER MEMBERS –
“As a relatively new business
in the Digital Out of
Home market, the OMA
provides Tonic Health both
hard and soft support and
value. In a micro sense,
the OMA engenders a
legitimacy and trust for
our customers in our
offering. In a macro sense,
the OMA is an advocate,
a warrior for the OOH
industry, driving change,
insights and data, engaging
people and industry far
beyond the fold of OOH.”
Jack Mortlock
COMMERCIAL DIRECTOR, TONIC HEALTH MEDIA.
PROPERTY OWNERS
These companies (p.61) own the space
upon which the OOH advertising stands.
*Advertising in which the advertisement is not associated with the premises eg. a land or property
owner allows an outdoor media company to display an advertisement for a third-party product.
57

Backbone of the industry | SECTION 09
OMA member companies
MEDIA DISPLAY MEMBERS
58
ADLED is an Australian-owned, Queenslandbased
provider of large format digital
billboard technology. ADLED design,
construct, and provide asset management
and maintenance for networks of digital
advertising devices throughout Queensland
and regional New South Wales. ADLED draws
together a number of companies, all with
extensive experience in the Out of Home
and construction industries.
adled.com.au
Adshel connects advertisers to commuters
where they live, work, shop and play.
Adshel is a leader in street furniture in
Australia, driving innovation through ongoing
digital expansion, data and geo-targeting
solutions. Adshel offers advertisers new
and exciting ways to connect, engage and
influence Out of Home (OOH) audiences at
scale. An unrivalled footprint, reaching 92% of
Australians 68 times a fortnight, is what sets
Adshel apart from the rest. Wholly owned by
APN News & Media, Adshel is one of the most
recognised names in OOH in Australia.
adshel.com.au
APN Outdoor is Australia and New Zealand’s
most progressive Outdoor advertising
company; leaders in the digital billboard,
billboard, transit, rail and airport advertising
categories. While specialising in traditional
Outdoor formats, the company also maintains
particular focus on growing and developing
its digital portfolio, establishing APN Outdoor
as the unrivalled leader in this space. In
addition, APN Outdoor has established itself
as a vanguard in research, investing in several
market leading studies that prove the power
of the medium and foster innovation.
apnoutdoor.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 25 years.
bannerspecialists.com.au
Bishopp Outdoor Advertising started as
a father and son home business on a farm
outside Maryborough in 1993. In the 24 years
since, Bishopp has grown to be Queensland’s
leading regional Outdoor advertising
company, with more than 800 large format
billboards across the state. Bishopp truly
is a Queensland success story, employing
a staff of 30, strong relationships with over
400 property owners, and more than 1,000
businesses using Bishopp to promote their
business in the last year.
bishopp.com.au
Executive Channel Network (ECN) is a digital
communication business providing major
office buildings with ‘real-time’ information,
connecting executives to relevant content
and providing brands with a premium quality,
highly-targeted advertising network for an
aspirational environment.
ECN was acquired by oOh!media on
1 November 2016
goa was established in Queensland in 1983
and is still family owned. Its billboards offer
extensive coverage of the Brisbane market,
with 85% of south-east Queensland reached
every week. Its mission is to ensure all its
experience, effort and investment is focused
on getting its clients noticed.
goa.com.au
Since iOM commenced business in 1994, it
has remained an independent Australianowned
and managed Outdoor advertising
company. The key to iOM’s success has been
that it offers exceptional coverage across
Melbourne metropolitan markets and the
key regional centres. For clients from large
corporations to sole traders, iOM delivers
unique advertising solutions based on the
client’s specific requirements.
IOM was acquired by APN Outdoor on
1 August 2016.

JCDecaux is the global number one Out
of Home (OOH) media company, with a
consistent focus on providing high quality
street furniture and OOH networks. The
expansive suite of premium JCDecaux
products, in key metropolitan areas, delivers
advertisers unparalleled access to affluent
audiences across Australia.
jcdecaux.com.au
Metrospace Outdoor Advertising is a privatelyowned
Queensland business that has been
trading since 1984. It aims to provide highquality
Outdoor signage solutions in large and
medium formats across Brisbane, focussing on
quality rather than quantity.
Metrospace was acquired by APN Outdoor on
26 August 2016.
oOh!media is a leading operator in Australia
and New Zealand’s fast-growing Out of
Home advertising industry, creating deep
engagement between people and brands
through unmissable location-based media
solutions. Its network is unparalleled, with
a diverse portfolio of traditional and digital
signs across roadside, retail, airport and place
based media offerings in CBD office towers,
cafes, fitness venues, bars and universities.
oOh!media combines this extensive reach
with sophisticated data, industry leading
insights and world leading digital innovation,
integrating its physical inventory with
experiential, social and mobile online channels
to provide clients with greater connections
with consumers.
oohmedia.com.au
Outdoor Systems is an independent billboard
media company with more than 60 years of
industry experience. Its core focus is on high
quality digital and 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
QMS Media is a leading Outdoor media
company in Australia and New Zealand,
specialising in providing clients and agency
partners with engaging, impactful and
innovative advertising solutions across its
premium Outdoor media network. QMS
specialises in premium landmark digital
and static billboards, street furniture, sport,
and transit media. Through its iconic digital
portfolio, it aims to redefine the industry
standard and escape the average as it enables
clients to deliver inspiring and engaging
campaigns that deliver results.
qmsmedia.com
Savage Outdoor Advertising is a small
family based operation with over
30 years’ experience in Out of Home
media. Savage Outdoor provides large
format displays in key Brisbane areas.
Established in 2004, Tayco Outdoor
Advertising combines best practice with
on-the-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 environmentallyfriendly
products are deployed.
taycooutdoor.com.au
Tonic Health Media is Australia’s largest health
and wellbeing network, created by Health
Professionals in collaboration with Out of
Home (OOH) Media Specialists. Its multichannel
network engages patients and their
carers while they wait for GP appointments
and other health services, using digital OOH.
Print and digital posters and brochures
enable advertisers and sponsors to deliver
geo-targeted messages that activate the
audience of 13 million Australian’s per month
in 4,000 locations, at a time when they are
most engaged with their health and lifestyle.
tonichealthmedia.com.au
From the humblest of beginnings – a one man
billboard operation – to one of the largest
and fastest growing regional advertising
organisations in Australia. Today, Paradise
Outdoor Advertising is still a family business
managing over 1,000 billboards across
Northern Australia, including traditional
billboards, digital sites and airport advertising.
The business is supported by a staff of 20,
including sales, design and maintenance, and
has a presence in all major regional city centres
in Queensland.
paradiseoutdoor.com.au
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 offer flexible,
accountable campaigns that deliver results.
torchmedia.com.au
59

Backbone of the industry | SECTION 09
NON-MEDIA DISPLAY MEMBERS
Active Display Group is Australia’s most
awarded point-of-sale display and signage
manufacturer for the retail industry. It
offers a comprehensive suite of services
from design, production and distribution,
through to installation, merchandising
and warehousing.
www.activedisplay.com.au
Daktronics has been designing and
producing innovative electronic signage
since 1968. 20 years ago, the company took
a chance with digital billboards, holding the
belief they would be the next big thing for
Out of Home advertising. Daktronics has
been the industry's leading digital billboard
manufacturer ever since.
daktronics.com
At Adstream, new solutions are dreamed
up that give media owners the power
to work smarter. Adstream’s Quickcut
scrutinises Out of Home advertisements like
no other. With over 290 checks, Adstream
ensures material gets to media owners
looking the way it’s supposed to – perfect.
Advertisements are built to spec, quality
controlled, validated and delivered.
adstream.com.au
Cactus Imaging is Australasia’s leading
production house for the digital printing
of large-format images. It specialises in
producing frontlit and backlit billboards,
fabric displays, truckside 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
Coresafe has been providing trusted health,
safety and environmental consultancy services
to OMA members for 15 years.
coresafe.com
Key Systems has been successfully
supplying asset management software
to Out of Home (OOH) media owners
since 2005. Its fusion software manages
traditional and digital OOH inventory,
maximising the returns generated and
streamlining the Outdoor advertising life
cycle. Key Systems has recently expanded
its business with the addition of a number
of new clients. It is an international
company that understands local industry
requirements in all the countries it operates
and is committed to long-term investment
in the Australian market.
keysystemsww.com
MMT Print has established itself as one
of the leading large-format printing
businesses in Australia, through
significantly expanding its printing and
finishing capabilities to include the
production of billboards, street furniture,
back-lit displays, hoardings, fleet graphics,
point-of-sale and signage applications with
speed and precision. MMT Print’s unique
technologies and premium quality have
been the hallmarks of its operation since its
inception in 1991.
mmtprint.com
60
Established in 1976, Country Outdoor Signs is
a specialist sign production, installation and
maintenance company. From the smallest
shop sign to the largest Outdoor advertising
project, Country Outdoor Signs maintains
a professional, progressive and innovative
approach to its clients’ requirements.
cosigns.com.au
Omnigraphics is Australia’s premier grand
format digital printer, with offices in
Melbourne, Sydney and representation in
Adelaide, Brisbane and Perth. Omnigraphics
has more diversity and range of products on
offer than any other printer in Australia and is
renowned for being a pioneer in the industry.
Omnigraphics specialises in printing billboards,
banners, street furniture, hoardings, lightboxes,
point-of-sale, 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

Family owned and operated, Prime Signs is a
leader in the complete sign services market,
and employs 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.
It pushes us to constantly evolve and provide
outstanding Out of Home installation service
and Prime Signs have delivered in this capacity
for 18 years.
primesigns.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
Ayuda and BigScreen Video
joined the OMA in early 2017.
Rojo Pacific imports, stocks and distributes
large-format printing materials for
point-of-sale, Out of Home signs and
exhibition markets.
rojopacific.com.au
ASSET OWNERS
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
Sydney Airport is one of Australia’s most
important pieces of infrastructure. It is the
international gateway and an essential part
of the transport network connecting Sydney
to 44 international, 22 domestic interstate
and 22 regional destinations. The location
benefits both business and tourism and is
a major strength underpinning Sydney’s
future prosperity.
sydneyairport.com.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
XTD Limited has an adaptable system of
large format LCD video screens specifically
designed for underground and above-ground
rail platform environments. XTD, through
its division, ContactLight, has also launched
proprietary mobile technology that seamlessly
engages with digital Out of Home content.
XTD’s focus is on increasing the engagement
technology in Australia and internationally,
as well as growing the screen networks
in overseas markets. XTD has long-term
contracts in Brisbane and Melbourne.
xtd.tv
61

Appendix | SECTION 10
BENEFICIARIES OF
OUR SUPPORT
1800Respect
Abacus Learning Centre
ACT Government
AgForce (Queensland)
Alzheimer’s Australia
Amy Gillett Foundation
City of Casey (Victoria)
Childers Multicultural Festival
Children’s Hospital Foundation
(Queensland)
Churches of Christ (Queensland)
City of Adelaide
City of Armadale
City of Canterbury Bankstown
City of Charles Sturt
City of Darebin
Department of Transport and
Main Roads (Queensland)
Department of Treasury and Finance
Disability Sports and
Recreation (Victoria)
Drug and Alcohol Services
(South Australia)
Drug and Alcohol Office
(Western Australia)
Dry July Foundation
Animal Liberation (Queensland)
ANZUP – Below the Belt Pedalthon
Art Gallery of New South Wales
ASX Settlement Pty Ltd
Australian Air Force
Australian Bureau of Statistics Census
Australian Centre for Contemporary
Art (Melbourne)
Australian Children’s Music Foundation
Australian Defence Force
Australian Federal Police
Australian Futures Project
Australian Federal Government
Australian Red Cross
Australian Red Cross Blood Service
Australian Sports Foundation
City of Gold Coast
City of Holdfast Bay
City of Joondalup
City of Melbourne
City of Melville
City of Norwood Payneham & St Peters
City of Perth
City of Stonnington
City of Subiaco
City of Sydney
Clean Up Australia Day
Consulate General of India
Cootharinaga North Queensland
Council of Australian Governments
Creche and Kindergarten
Association Limited
Earth Hour
Eastern Health (Melbourne)
Edmund Rice Foundation
Electoral Commission (Queensland)
Emirates Australian Open
Golf Championship
Environment, Planning and
Sustainable Development Directorate
(Australian Capital Territory)
Environment Protection Authority
Financial Markets Foundation
for Children
Florey Institute of Neuroscience
and Mental Health
First Aid Services (South Queensland)
Foodbank Australia
Food Safety Information Council
Crime Stoppers
Fostering NSW
Bankstown City Council
Barnardos Australia
Beyond Blue
Bigger Picture WA
Brisbane City Council
Brisbane Festival
Brisbane Marketing
Bundaberg North Burnett Tourism
Bundaberg Regional Council
Danny Green’s ‘Stop the
Coward Punch’ Campaign
Deafness Foundation (Victoria)
Department of Environment
and Climate Change
Department of Industry
Department for Communities and
Social Inclusion (South Australia)
Department of Defence
Gamblers Rehabilitation
Fund (South Australia)
Gold Coast Hospital Foundation
Gold Coast 2018 Commonwealth
Games Corporation
Good360 Australia
Green Vehicle Guide
Guide Dogs (Queensland)
62
Bus Association Victoria
Byron Shire Council
Campbelltown City Council
Camp Quality
City of Canada Bay Council
CanTeen
Cancer Council Australia
Cancer Council NSW
Cancer Council VIC
Central Park Aged Care
Department of Energy and
Water Supply (Queensland)
Department of Environment and
Heritage Protection (Queensland)
Department of Health
Department of Health and
Human Services (Victoria)
Department of Housing
Department of Planning, Transport
and Infrastructure (South Australia)
Department of the Premier and
Cabinet (South Australia)
Headspace
Humpty Dumpty Foundation
Institute for Urban Indigenous
Health (Queensland)
Kids Under Cover
Leukaemia Foundation
Life without Barriers
Lighthouse Youth Initiative
LiveLighter

Lockyer Valley Garden Festival
Logan City Council
Melbourne International Film Festival
Melbourne Primary Care Network
Mindarie Regional Council
Ministry for Primary Industries
(New Zealand)
Mission Australia
Moreton Bay Regional Council
Motor Neurone Disease Australia
Motor Accident Commission
Movember Foundation
MS Society of NSW
Multicultural Development Australia
Murdoch Children’s Research Institute
Museum of Brisbane
Museum of Contemporary Art (Sydney)
National Breast Cancer Foundation
National Home Doctor Service
National Institute of Integrative Medicine
National Missing Persons Week
National Museum of Australia
National Rodeo Association
Nature Conservation Council
of New South Wales
North Sydney Council
New South Wales Government
New South Wales Health
New South Wales Nurses and
Midwives’ Association
New South Wales Police
Opera Australia
Ovarian Cancer Research Foundation
OzHarvest
PGA Australia
Pink Hope
Pittwater Council
Playford Alive
Primary Industries and
Regions South Australia
Queensland Ballet
Queensland Fire and
Emergency Services
Queensland Government
Queensland Health
Queensland Institute of
Medical Research
Queensland Police Service
ReachOut
Red Frogs Australia
Redkite
Red Nose
Road Safety Commission
Robert Connor Dawes Foundation
Rockdale City Council
Ronald McDonald House
Royal Brisbane and Women’s Hospital
RSPCA – Big Adopt Out
R U OK? Day
South Australia Health
South Australia Government
Save the Children
Scouts Australia
Scouts Queensland
Shelter South Australia
Shore Regional Organisation of Councils
Smiling Mind
Southern Metropolitan Regional Council
Special Olympics Australia
Starlight Foundation
St.George OpenAir Cinema
St Vincent de Paul
Stroke Foundation
Sunshine Coast Council
Sunshine Coast Marathon
Surf Life Saving Australia
Surf Life Saving (Victoria)
Sydney Children’s Hospital
Sydney Festival
Sydney Harbour Foreshore Authority
Sydney Opera House
Thankyou Group
The Australian Ballet
The Big Health Foundation Ltd
The Florey Institute of Neuroscience
and Mental Health
The Fred Hollows Foundation
The Line
The Mary Potter Foundation
The Pyjama Foundation
The Salvation Army
The Smith Family
The Song Room
Think Pink Foundation
ThyssenKrupp Marine Systems Australia
Townsville Enterprise
Townsville Mayor’s Christmas
Tree Appeal
Transdev New South Wales
Transport Accident
Commission (Victoria)
Transport for New South Wales
United Returned Soldiers Fund
Urban Growth
Urban Renewal Authority Playford Alive
VenuesWest
VIC Government
VIC Roads
Victoria Police Blue Ribbon Foundation
Vinnies CEO Sleepout
Walking Wounded (Queensland)
Waratahs Rugby Team
Warringah Council
Water Corporation of Western Australia
Western Australia Government
Western Australia Police
Where’s William? Campaign
William Tyrell: $1 million dollar reward
Willowbank Raceway
Women in Super Mother’s
Day Classic Fun Run
World Wildlife Fund
YGAP
YMCA (Brisbane)
Youngcare Budgie Bolt
63

66
Section title | SECTION #

OMA
Suite 504, 80 William Street
East Sydney, NSW 2011
T 02 9357 9900
E
INFO@OMA.ORG.AU
OMA.ORG.AU
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)

68
Section title | SECTION #