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OMA Annual Report 2016

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Section title | SECTION #<br />

ANNUAL REPORT <strong>2016</strong>


01<br />

02<br />

03<br />

04<br />

05<br />

06<br />

07<br />

08<br />

09<br />

10<br />

What we’ve been up to<br />

<strong>2016</strong> HIGHLIGHTS<br />

A little about us<br />

<strong>OMA</strong><br />

MOVE<br />

Leading the charge<br />

A MESSAGE FROM THE CHAIRMAN<br />

A MESSAGE FROM THE CEO<br />

In good hands<br />

<strong>OMA</strong> AND MOVE BOARD OF DIRECTORS<br />

<strong>OMA</strong> AND MOVE TEAM<br />

Committed to giving back<br />

CONTRIBUTIONS TO THE ECONOMY<br />

JOINT INDUSTRY SPONSORSHIP<br />

COMMUNITY AND CHARITABLE CONTRIBUTIONS<br />

Taking our responsibility seriously<br />

SELF-REGULATION AND ADVERTISING CONTENT<br />

ENVIRONMENT AND SUSTAINABILITY<br />

Our ongoing transformation<br />

CREATIVITY<br />

TECHNOLOGY AND INNOVATION<br />

FUTURE CITIES CONFERENCE<br />

MOVE <strong>2016</strong> DATA UPDATE<br />

INDUSTRY RESEARCH<br />

It’s about growth<br />

PERFORMANCE<br />

BENCHMARKS<br />

TOP SPENDERS<br />

Backbone of the industry<br />

<strong>OMA</strong> COMMITTEES<br />

MOVE COMMITTEES<br />

AWARDS AND ACCOLADES<br />

<strong>OMA</strong> MEMBERSHIP<br />

<strong>OMA</strong> MEMBER COMPANIES<br />

Appendix<br />

BENEFICIARIES OF OUR SUPPORT<br />

02 – 03<br />

04 – 07<br />

08 – 11<br />

12 – 15<br />

16 – 23<br />

24 – 29<br />

30 – 43<br />

44 – 49<br />

50 – 61<br />

62 – 63


What weʼve been up to | SECTION 01<br />

<strong>2016</strong> highlights<br />

IT'S ALL ABOUT GROWTH<br />

Once again, Out of Home (OOH)<br />

was the ONLY TRADITIONAL MEDIA<br />

CHANNEL TO GROW IN <strong>2016</strong>, according<br />

to Commercial Economic Advisory<br />

Service of Australia (CEASA) – the<br />

advertising industry benchmark. In<br />

<strong>2016</strong>, CEASA reported OOH’s share of<br />

advertising spend was 5.74% out of the<br />

$13.47 billion total spent on advertising.<br />

P. 46<br />

New data showed<br />

more eyes on OOH<br />

MOVE announced the findings<br />

from its <strong>2016</strong> data update:<br />

2.8%<br />

GROWTH IN NATIONAL<br />

AUDIENCE FOR OOH,<br />

YEAR-ON-YEAR<br />

GIVING BRANDS A<br />

PRIMAL ADVANTAGE<br />

<strong>OMA</strong> launched findings from a new<br />

state-of-the-art biometric research<br />

study into understanding consumers’<br />

behaviour inside and out of the<br />

home. It found that people are:<br />

2X<br />

PUBLIC SPACES AND<br />

SELF-REGULATION<br />

The <strong>OMA</strong> presented advertising<br />

self-regulation training seminars<br />

to members in Brisbane,<br />

Melbourne, Perth and Sydney.<br />

P. 24<br />

200,000<br />

MORE PEOPLE, ON<br />

AVERAGE, IN OOH<br />

ENVIRONMENTS<br />

EACH DAY<br />

P. 42<br />

MORE ALERT AND LIKELY TO ACT<br />

ON MESSAGES THAN COMPARED<br />

TO INSIDE THE HOME,<br />

AND<br />

2.5X<br />

MORE ALERT COMPARED TO<br />

SCREEN TIME AT HOME<br />

P. 43<br />

Q1<br />

↑ 19.1%<br />

NET REVENUE<br />

YEAR-ON-YEAR<br />

$176.7m<br />

UP FROM<br />

$148.4 MILLION<br />

IN 2015<br />

2


IN CONVERSATION WITH<br />

OUR CITIES<br />

The FUTURE CITIES conference<br />

brought together city thinkers<br />

and culture creators to talk<br />

about the future of our cities<br />

and the role collaboration will<br />

play in getting us there.<br />

P. 40<br />

An industry with heart<br />

<strong>OMA</strong> members donated<br />

$26 million of media space and<br />

advertising production to over<br />

200 beneficiaries.<br />

Clever + creative<br />

<strong>OMA</strong> continued to recognise<br />

and celebrate the most creative<br />

and innovative OOH campaigns<br />

throughout the year.<br />

AGM AND INDUSTRY AWARDS<br />

The <strong>OMA</strong> hosted its <strong>Annual</strong><br />

General Meeting combined with<br />

the Members’ Industry Awards.<br />

P. 54<br />

P. 20<br />

P. 32<br />

RECORD RESULTS<br />

The <strong>OMA</strong> continued its strong<br />

partnership with the Australian<br />

Federal Police and the New South<br />

Wales Police with its eighth<br />

consecutive year supporting<br />

NATIONAL MISSING PERSONS WEEK.<br />

P. 18<br />

The University of Melbourne<br />

MADE POSSIBLE BY MELBOURNE<br />

campaign was announced as<br />

the winner of the <strong>2016</strong> annual<br />

Creative Collection Grand Prix.<br />

P. 30<br />

OOH NET REVENUE UP<br />

15.8%<br />

TO AN ALL-TIME HIGH OF<br />

$789.5M<br />

P. 44<br />

Q2<br />

Q3<br />

Q4<br />

↑ 18.2%<br />

NET REVENUE<br />

YEAR-ON-YEAR<br />

↑ 14.8%<br />

NET REVENUE<br />

YEAR-ON-YEAR<br />

↑ 12.4%<br />

NET REVENUE<br />

YEAR-ON-YEAR<br />

$184.6m<br />

UP FROM<br />

$156.2 MILLION<br />

IN 2015<br />

$186.4m<br />

UP FROM<br />

$162.4 MILLION<br />

IN 2015<br />

$241.8m<br />

UP FROM<br />

$215.1 MILLION<br />

IN 2015<br />

3


A little about us | SECTION 02<br />

<strong>OMA</strong><br />

Representing<br />

90% of the Out<br />

of Home (OOH)<br />

advertising<br />

industry in<br />

Australia.<br />

The Outdoor Media Association<br />

(<strong>OMA</strong>) is the peak national industry<br />

body representing most of Australia’s<br />

OOH media display companies<br />

and production facilities, as well as<br />

some media display asset owners.<br />

OOH advertising plays an important<br />

role in our economy and our cities.<br />

OOH advertising is always on,<br />

delivering messages 24 hours a day,<br />

seven days a week. It is ubiquitous,<br />

innovative, entertaining and effective;<br />

it is one of the ways people interact<br />

with their cities and communities.<br />

As our populations become more<br />

urbanised, technology is enhancing<br />

OOH, making it the primary media<br />

channel that connects people with<br />

places. With over 50% of OOH revenue<br />

returned to governments and landlords<br />

around Australia, collaboration is key<br />

to enabling OOH to deliver smartcity<br />

solutions that benefit us all.<br />

4<br />

The <strong>OMA</strong>’s mission is to build a more<br />

sustainable industry for members<br />

by promoting the OOH industry and<br />

developing constructive relationships<br />

with primary stakeholders within<br />

industry and government. Its core<br />

functions include audience measurement<br />

and data management, marketing and<br />

communications, government relations<br />

and ongoing member services, including<br />

advisory and training services.<br />

<strong>OMA</strong> media display members advertise<br />

third party* products on both digital<br />

and traditional signs across a variety of<br />

OOH formats and locations: airports,<br />

bicycle stations, billboards, buses,<br />

bus stations, cafes, doctors’ surgeries,<br />

free-standing advertisement panels,<br />

medical centres, office buildings<br />

and lifts, pedestrian bridges, railway<br />

stations, shopping centres, street<br />

furniture (bus/tram shelters, public<br />

toilets, telephone booths and kiosks),<br />

trains, trams and universities.<br />

GOVERNANCE<br />

The <strong>OMA</strong> is governed by a Board<br />

of Directors (p.12) elected by the<br />

membership. The <strong>OMA</strong> Board of<br />

Directors met five times in <strong>2016</strong>.<br />

<strong>OMA</strong> Member Companies (p.58)<br />

adhere to an industry Code of<br />

Ethics** to ensure businesses<br />

operate responsibly and abide by the<br />

industry’s regulatory framework.<br />

The <strong>OMA</strong> operates nationally and, prior<br />

to July 2005, traded as the Outdoor<br />

Advertising Association of Australia.<br />

It was first incorporated on<br />

1 August 1939.


*Advertising in which the advertisement is not associated with the premises eg. a land or property<br />

owner allows an Outdoor media company to display an advertisement for a third-party product.<br />

**www.oma.org.au/regulation-and-community/advertising-content-and-self-regulation/oma-industry-policies<br />

5


A little about us | SECTION 02<br />

MOVE<br />

Simplifies the planning<br />

and buying of Out of<br />

Home (OOH).<br />

MOVE (Measurement of Outdoor<br />

Visibility and Exposure) is a webbased<br />

interactive software system that<br />

simplifies the planning and buying of<br />

OOH for media buyers, advertisers,<br />

and Outdoor media operators.<br />

The culmination of years of work<br />

and over $22 million invested<br />

by the industry to date, MOVE<br />

provides audience measurement<br />

results for any combination of OOH<br />

formats or tailored packages.<br />

Expansions in<br />

planning data.<br />

In <strong>2016</strong>, MOVE worked with Ipsos<br />

to integrate MOVE data in to emma<br />

(Enhanced Media Metrics Australia).<br />

This data integration is available<br />

to subscribers of emma in Ipsos’s<br />

Data Friend software and RDA<br />

Research’s geoemma software.<br />

This is MOVE’s first step forward<br />

in providing a richer and more<br />

detailed profile of OOH audiences for<br />

agencies and clients, and 2017 will<br />

see further innovation in this area.<br />

There is no other<br />

system in Australia or<br />

abroad that measures<br />

OOH audiences to<br />

the same depth.<br />

ACCURATE MEASUREMENT<br />

MOVE measures 80,300 advertising<br />

faces in Australia’s five major capital<br />

cities (Adelaide, Brisbane, Melbourne,<br />

Perth and Sydney). MOVE enhances<br />

the standard measurement of target<br />

audiences, or Opportunity To See<br />

(OTS), by reporting the audiences<br />

that actively see the advertising<br />

through its ground breaking currency,<br />

Likelihood To See (LTS). As well as<br />

providing results numerically, through<br />

its in-built mapping capability, MOVE<br />

also provides these numbers visually:<br />

the reach of a campaign against the<br />

chosen demographic and markets.<br />

MOVE can provide<br />

accurate reach and<br />

frequency results.<br />

With MOVE came the introduction of<br />

a new audience measurement value to<br />

Australian media, known as Likelihood<br />

To See (LTS). This means that only<br />

those people from within the chosen<br />

demographic who on average saw<br />

the OOH advertising campaign are<br />

included in the audience measurement<br />

results, going beyond the Opportunity<br />

To See (OTS). LTS is derived by<br />

applying a Visibility Index (VI) to the<br />

OTS for each OOH advertising face.<br />

The VI for a sign is based on factors<br />

from the sign, as well as audience and<br />

environment factors. This enables<br />

MOVE to have different VIs for different<br />

viewing locations, different travel<br />

modes and different environments.<br />

HOW MOVE NUMBERS ARE CALCULATED<br />

OTS<br />

VI<br />

LTS<br />

OPPORTUNITY TO SEE<br />

VISIBILITY INDEX<br />

LIKELIHOOD TO SEE<br />

6


MOVE had 54 agencies<br />

that logged on to its<br />

web-based system<br />

in <strong>2016</strong>.<br />

PARTICIPANTS<br />

Across these agencies, a total of<br />

763 users logged in 10,272 times,<br />

up 33.9% on the 588 agency users<br />

who logged in 7,670 times in 2015.<br />

In <strong>2016</strong>, the following <strong>OMA</strong> member<br />

companies had their advertising<br />

faces measured by MOVE:<br />

• Adshel<br />

• APN Outdoor<br />

• Bishopp Outdoor Advertising<br />

• goa<br />

• iOM<br />

• JCDecaux<br />

• Metrospace Outdoor Advertising<br />

• oOh!media<br />

• Outdoor Systems<br />

• QMS Media<br />

• TorchMedia<br />

Since its launch in<br />

2010, MOVE has<br />

continuously updated<br />

its data on an<br />

annual basis.<br />

DATA UPDATES<br />

Regular updates ensure the integrity<br />

and accuracy of the audience<br />

measurement data published.<br />

In September, MOVE announced the<br />

findings from its <strong>2016</strong> data update<br />

(p.42), revealing the national audience<br />

for OOH had grown by 2.8% year-onyear.<br />

On average that is 200,000 more<br />

people each day exposed to OOH.<br />

GOVERNANCE<br />

MOVE is governed by a Board of<br />

Directors voted in by the MOVE<br />

shareholders and includes the MOVE<br />

CEO who represents the interests<br />

of the minority shareholders. There<br />

were four official meetings of the<br />

MOVE Board of Directors in <strong>2016</strong>.<br />

TRAINING<br />

MOVE provided software and<br />

methodology training throughout<br />

the year for agencies and members.<br />

There were 362 people who<br />

attended the training sessions<br />

(217 agency, 66 <strong>OMA</strong> members, and<br />

79 attended methodology training).<br />

A revamped training program<br />

was introduced in <strong>2016</strong>.<br />

362 ATTENDEES<br />

217<br />

AGENCIES<br />

79<br />

66<br />

<strong>OMA</strong> MEMBERS<br />

ATTENDED<br />

METHODOLOGY<br />

TRAINING<br />

PARTICIPANTS IN MOVE’S WEB-BASED SYSTEM<br />

54 AGENCIES<br />

763 USERS<br />

10,272 LOGINS UP<br />

33.9%<br />

FROM 2015<br />

7


Leading the charge | SECTION 03<br />

A message from the<br />

Chairman<br />

As we move into 2017<br />

and my third year as<br />

Chairman, I reflect on<br />

the year that was with<br />

an incredible sense<br />

of pride.<br />

<strong>2016</strong> was unstoppable for the Out of<br />

Home (OOH) industry, our seventh<br />

consecutive year of revenue growth,<br />

posting a 15.8% net media revenue<br />

increase year-on-year. The industry’s<br />

net media revenue reached a record<br />

high of $789.5 million in <strong>2016</strong>, up<br />

from $682.1 million* in 2015.<br />

The demand for immediacy and<br />

flexibility continued to drive Digital<br />

OOH (DOOH) net media revenue<br />

upwards in <strong>2016</strong>, and this area of the<br />

market now represents 40.2% of total<br />

OOH media revenue, up from 28.4%<br />

for the previous period last year.<br />

The digital transformation is undeniable<br />

and the rising share of net revenue<br />

attributed to DOOH is proof of the<br />

direction we are all heading.<br />

We know that our growth is propelled<br />

by many factors, and while our<br />

expanding digital capabilities are<br />

paramount, so too is our channel’s<br />

ability to reach large audiences. It is<br />

a fact that as a result of urbanisation<br />

OOH audiences are growing faster<br />

than the population. From 2010<br />

to <strong>2016</strong>, OOH audiences grew by<br />

20.3%, compared to the population<br />

growth of 13% for the same period.<br />

In this world of fragmentation, the<br />

age-old brand values of high visibility<br />

and impact remain testament to why<br />

OOH continues to catch the eyes of<br />

busy commuters, therefore continuing<br />

to appeal to advertisers. But we<br />

mustn’t forget our channel’s capacity<br />

to support memorable campaigns, big<br />

and small, that are driven by vision,<br />

ideas and creativity. This is certainly<br />

the case for the <strong>OMA</strong>’s <strong>2016</strong> Creative<br />

Collection Competition Grand Prix<br />

winner: the University of Melbourne’s<br />

Made Possible by Melbourne campaign.<br />

The impressive, world-changing work<br />

of researchers from the University<br />

of Melbourne was the centrepiece<br />

of an outdoor exhibition that used<br />

a number of innovative and creative<br />

executions via our OOH formats.<br />

As a channel that is unable to be turned<br />

off or blocked, OOH is unrivalled as<br />

the ultimate broadcaster. For us it<br />

is not just about advertising goods<br />

and services, as an industry we are<br />

committed to providing OOH signs as<br />

a platform for amplifying messages for<br />

arts, sports and charitable organisations,<br />

as well as crucial community and<br />

awareness raising campaigns.<br />

In <strong>2016</strong>, we saw many examples of how<br />

our industry is using the power of OOH<br />

for good, with our members collectively<br />

contributing nearly $26 million in<br />

support of over 200 beneficiaries<br />

throughout the year. For the eighth<br />

consecutive year, the industry<br />

supported National Missing Persons<br />

Week, partnering with the Australian<br />

Federal Police in a week-long national<br />

campaign, and donating over $984,000<br />

in media space and production costs.<br />

The significant contributions our<br />

industry continues to make to the<br />

community, government, and to our<br />

cities, ultimately benefits us all. OOH<br />

remains a considerable revenue stream<br />

for government with over 50% of OOH<br />

revenue returned in rent and taxes<br />

to government and landlords around<br />

the country. 1 We continue to deliver<br />

essential services and savings to our<br />

cities by building and maintaining<br />

public infrastructure with a replacement<br />

value of $352 million, including<br />

bicycles, bins, bus shelters, kiosks,<br />

park benches, pedestrian bridges,<br />

public toilets and telephone booths.<br />

Furthermore, OOH is continually being<br />

upgraded and updated with new<br />

technology, providing digital utility<br />

such as WiFi and wayfinding services,<br />

benefitting the community at large.<br />

In 2014, 89% of Australia’s population<br />

lived in urban areas. UNICEF predicts<br />

that by 2050 the population will<br />

be 94% urbanised and Sydney will<br />

be home to eight million people.<br />

I believe OOH can be an ally in<br />

addressing some of the numerous<br />

challenges in planning for that city.<br />

8


$646.8M<br />

ADDED TO AUSTRALIAN GDP BY<br />

THE OOH INDUSTRY IN 2014<br />

$273.5M<br />

DIRECT CONTRIBUTION<br />

$373.3M<br />

INDIRECT CONTRIBUTION<br />

OOH already has a significant part to<br />

play in the ecosystem of our cities, yet<br />

we believe we will continue to play<br />

an increasingly more vital role into<br />

the future. As we lean more towards<br />

technological solutions in OOH, we<br />

will become providers of even more<br />

utilities, services and experiences for<br />

people traversing and transacting in<br />

our reconsidered and renewed urban<br />

spaces. Smart OOH advertising will<br />

play a part in making our future cities<br />

more sustainable and liveable.<br />

share with each passing year, as the<br />

channel adjusts and provides for the<br />

growing needs of our clients, community<br />

and our changing city landscape.<br />

I congratulate the <strong>OMA</strong> and MOVE<br />

teams for their boundless energy<br />

and unwavering commitment in<br />

representing the OOH industry.<br />

Their creativity, intelligent approach<br />

and hard work continues to ensure we<br />

remain an informative, approachable<br />

and collaborative industry.<br />

The last few years have seen<br />

tremendous growth for the industry<br />

and I am convinced that we have the<br />

ability to grow further in the coming<br />

years. In a climate of great change,<br />

OOH stands to gain more market<br />

Steve O’Connor<br />

CHAIRMAN, <strong>OMA</strong> AND MOVE<br />

*2015 figures have been adjusted from previously reported revenue to reflect changes<br />

in <strong>OMA</strong> membership, allowing direct comparisons in revenue year-on-year.<br />

1<br />

Deloitte Access Economics, <strong>2016</strong>, Out of Home Adds Value.<br />

9


Leading the charge | SECTION 03<br />

A message from the CEO<br />

10<br />

When I joined the<br />

<strong>OMA</strong> in 2010, an area<br />

of business that was<br />

new to me, I had no<br />

idea of the incredible<br />

journey I was to<br />

embark on.<br />

Fast-forward seven years and the<br />

advertising poster – big, small,<br />

traditional or digital – now holds<br />

a special place in my heart.<br />

It is rare to work in an industry that<br />

not only provides so much in the way<br />

of growth, innovation and success, but<br />

that also allows us to be generous,<br />

to give back, and to use our business<br />

for good. These three pillars of<br />

innovation, growth and generosity<br />

are what motivate me each day.<br />

Given how prominently it sits in<br />

our community, on our streets, and<br />

most importantly, near our kids, we<br />

are acutely aware of the power of<br />

OOH. It is a balancing act between<br />

representing and pursuing the<br />

business needs of our members, our<br />

advertisers and our economy, working<br />

closely with local, state and federal<br />

government to ensure that we comply<br />

with regulatory and self-regulatory<br />

commitments, and being respectful<br />

of prevailing community standards.<br />

Relationship building is therefore a<br />

huge part of our role here at the <strong>OMA</strong><br />

and will remain our key focus into<br />

2017. We continue to work closely<br />

with our colleagues at the Advertising<br />

Standards Bureau (ASB), the Australian<br />

Association of National Advertisers<br />

(AANA), The Communications Council<br />

and the ABAC Responsible Alcohol<br />

Marketing Scheme to ensure that the<br />

industry’s system of self-regulation<br />

delivers high standards of compliance<br />

with industry codes of practice.<br />

We work hard to honour the selfregulatory<br />

codes that we have<br />

developed or to which we are<br />

signatories. In <strong>2016</strong>, the <strong>OMA</strong><br />

introduced a new code, the<br />

AANA Wagering Advertising and<br />

Marketing Communication Code,<br />

bringing the total number of codes<br />

to which we adhere to 16.<br />

By working together with industry<br />

and government, through providing<br />

content training and developing tools<br />

such as the <strong>OMA</strong>’s Concept Advisory<br />

Service, we are better communicating<br />

and enforcing our Code of Ethics. We<br />

are pleased to report that since 2011<br />

when the code was breached eight<br />

times, no more than two complaints<br />

have since been found to breach the<br />

Code of Ethics in any given year.<br />

In <strong>2016</strong>, Outdoor advertising made up<br />

5.49% of total advertising complaints<br />

to the ASB. Our track record speaks<br />

for itself and the percentage of<br />

complaints relating to OOH has<br />

almost halved since 2010. We are very<br />

proud of this, especially considering<br />

our industry runs over 30,000<br />

campaigns nationally each year.<br />

OOH’s ability to deliver the biggest<br />

audience via the power of the poster,<br />

while leveraging leading edge<br />

technologies that reach consumers<br />

faster and in more engaging ways, is<br />

undeniable. While print media struggles<br />

to adapt to technology, TV competes<br />

with live streaming and on-demand<br />

services, and online struggles with the<br />

proof of its metrics and ad blocking,<br />

OOH continues to become more and<br />

more relevant by integrating digital<br />

and online into our existing channels.<br />

As OOH becomes more established<br />

in the city landscape – creating and<br />

enhancing public spaces – and as our<br />

populations grow, we know that our<br />

signs will be about more than just<br />

advertising, they will also deliver data.<br />

People want to live in vibrant, connected<br />

and accessible cities, and the <strong>OMA</strong>’s<br />

<strong>2016</strong> Future Cities conference addressed<br />

this by bringing together city thinkers<br />

and culture creators to help discuss the<br />

link between cities of the future and the<br />

utility OOH can provide to build them.<br />

A big focus for the <strong>OMA</strong> in 2017 and<br />

beyond will be calling on the new<br />

collaborative relationships we’ve<br />

built with government regulators<br />

to find and implement smart-city<br />

solutions that benefit us all.<br />

OOH is the ultimate canvas for creativity.<br />

Selected from over 150 campaigns, the<br />

University of Melbourne’s Made Possible<br />

by Melbourne campaign was named<br />

the <strong>2016</strong> <strong>OMA</strong> Creative Collection<br />

Grand Prix winner. The campaign<br />

was undoubtedly the best example<br />

of how OOH can be used by smart<br />

advertisers to engage audiences across<br />

multiple OOH platforms, complement<br />

mobile, and create an interactive<br />

experience that immerses audiences.


Our people matter and our members<br />

are at the heart of all that we do.<br />

We continue to work closely, and<br />

regularly, with the <strong>OMA</strong> and MOVE<br />

Board and committee members to<br />

ensure the success of our outputs,<br />

and ultimately, the industry.<br />

Thank you to our industry peers and<br />

members for your support throughout<br />

<strong>2016</strong>. Only with your knowledge<br />

sharing, generosity, hard work and<br />

honesty can we work together to<br />

build a better platform for business.<br />

And thank you to the <strong>OMA</strong> and<br />

MOVE teams. You indeed live up<br />

to our values of being spirited and<br />

smart with tons of humour and<br />

heart. It was a hectic year but each<br />

of you made it seem like a breeze.<br />

OOH is dominating a unique space.<br />

There is no other media channel<br />

that offers the immediacy and<br />

flexibility of digital alongside the<br />

power and scale of traditional print,<br />

that helps build cities of the future<br />

by providing utility to communities,<br />

while at the same time giving back.<br />

3,100<br />

FULL-TIME<br />

903<br />

EQUIVALENT (FTE)<br />

JOBS SUPPORTED BY OOH IN 2014<br />

DIRECTLY<br />

EMPLOYED 2,200<br />

INDIRECTLY<br />

EMPLOYED<br />

OOH is most certainly the<br />

channel to be watching.<br />

Charmaine Moldrich<br />

CEO, <strong>OMA</strong> AND MOVE<br />

11


In good hands | SECTION 04<br />

<strong>OMA</strong> and MOVE<br />

Board of Directors<br />

What’s the future of Out of Home?<br />

Steve O’Connor<br />

JCDECAUX<br />

“Through the supply of smart infrastructure with embedded technologies, Outdoor<br />

advertising providers are playing an increasingly important role in the shaping<br />

of cities and public spaces, revolutionising the relationship between residents<br />

and the urban environment. This creates an opportunity for brands, in today's<br />

fragmented media world, to catch and maintain the attention of consumers,<br />

understand their needs, and be more inventive and engaging than ever before.”<br />

Rob Atkinson<br />

ADSHEL<br />

Brad Bishopp<br />

BISHOPP OUTDOOR ADVERTISING<br />

Brendon Cook<br />

OOH!MEDIA<br />

12<br />

“Out of Home can expect a sustained<br />

period of growth. However, the strongest<br />

growth will be directed to categories<br />

with strong underlying audiences that<br />

can leverage digital and mobile. Brands<br />

will look to use contextual relevance,<br />

location and have the ability to bring<br />

their own data to deliver more precise<br />

messaging to the right audiences.<br />

With more cross channel partnerships,<br />

data will sit at the heart of everything. It<br />

will be the smart media players who use<br />

that data to inform and drive their own<br />

businesses, and that of their clients.”<br />

“There’s never been a more exciting<br />

time to be involved in the Out of<br />

Home (OOH) industry. We are riding<br />

a wave of greater interest in OOH<br />

advertising as clients look to bolster<br />

their brand and improve advertising<br />

cut-through. Improvements in<br />

technology, smarter advertising<br />

techniques and a better client offering<br />

all point to a brighter future.”<br />

“There is no question that the future<br />

of Out of Home (OOH) is bright.<br />

With a growing audience spending<br />

more time away from home, and our<br />

ability to utilise smart data, I believe<br />

advertisers are just at the beginning<br />

of unlocking the true future potential<br />

of OOH. Providing even deeper<br />

engagement opportunities with the<br />

right audiences is just the beginning.”


Richard Herring<br />

APN OUTDOOR<br />

Barclay Nettlefold<br />

QMS MEDIA<br />

Charles Parry-Okeden<br />

EXECUTIVE CHANNEL NETWORK<br />

“We all should have an optimistic view<br />

of Out of Home’s (OOH) increasing<br />

role in advertisers’ media selection.<br />

As disruption increases for most media,<br />

decreasing its ability to reach audiences,<br />

OOH is well positioned to continue<br />

to deliver increasing audiences with<br />

existing and developing products.<br />

The opportunity to extend our products<br />

outside traditional OOH is real and will<br />

only increase as technology improves.”<br />

“The future of Out of Home (OOH)<br />

involves further multi-platform<br />

integration, engaging and relevant<br />

content creation, and rich data and<br />

analytics capabilities that will see OOH<br />

transition from being one of the fastest<br />

growing media channels to an even<br />

more integral partner for advertisers<br />

in the wider multi-media landscape."<br />

“I can’t think of a better time to work in<br />

the Outdoor media industry, however,<br />

I’m just as excited by the fact the<br />

long-term outlook for the sector is<br />

extremely positive. Digitisation and<br />

innovation combined with the rapidly<br />

changing media landscape will only<br />

see the Out of Home media categories<br />

relevance continue to strengthen for<br />

years to come.”<br />

(RESIGNED 7 NOVEMBER <strong>2016</strong>)<br />

Peter Savage<br />

METROSPACE OUTDOOR<br />

ADVERTISING<br />

“The industry has gone from speaking<br />

of a digital future, to having a very<br />

strong digital presence in a few short<br />

years. The immediacy and targeted<br />

marketing of digital billboards has<br />

clearly strengthened the Out of Home<br />

industry in the overall scheme of media.<br />

It also adds a physical vibrancy to the<br />

street scape."<br />

(RESIGNED 31 AUGUST <strong>2016</strong>)<br />

Chris Tyquin<br />

GOA<br />

“The future of Out of Home (OOH)<br />

is really exciting! We have only<br />

scratched the surface of where<br />

digital can take our medium, our<br />

audience and our clients.”<br />

Leah Whitford<br />

IOM<br />

“With the power to be anything,<br />

anywhere and at anytime, there is no<br />

wonder Out of Home is one of the<br />

select mediums experiencing yearon-year<br />

growth. Its adaptability and<br />

versatility have ensured its relevance<br />

time and again, and with the constant<br />

introduction of new technologies, the<br />

oldest medium is proving it is still the<br />

strongest and most powerful option<br />

for advertisers.”<br />

(RESIGNED 31 MAY <strong>2016</strong>)<br />

13


In good hands | SECTION 04<br />

<strong>OMA</strong> and MOVE team<br />

Describe working at the<br />

<strong>OMA</strong> and MOVE in one word.<br />

In <strong>2016</strong>, the <strong>OMA</strong> and MOVE were managed by the<br />

CEO and employed 10 staff. The <strong>OMA</strong> and MOVE<br />

rely on consultants, freelancers and agencies for<br />

assistance on a project basis.<br />

Exhilarating<br />

MOVE KEY ACHIEVEMENT<br />

Accuracy and innovation were the<br />

keys to <strong>2016</strong>. Accurate audience<br />

data is our staple achievement each<br />

year, and we took pride in ensuring<br />

that <strong>2016</strong> was no different. Bringing<br />

the industry together and getting<br />

agreement on the Automated<br />

Transaction Platform development<br />

strategy was an innovation that<br />

will help the industry grow.<br />

Progressive<br />

Maddison Napper<br />

EXECUTIVE ASSISTANT<br />

(RESIGNED NOVEMBER <strong>2016</strong>)<br />

Charmaine Moldrich<br />

CEO, <strong>OMA</strong> AND MOVE<br />

Compelling<br />

Douglas Chau<br />

SYSTEMS MANAGER, MOVE<br />

Unifying<br />

Vanguard<br />

14<br />

Kylie Green<br />

INNOVATION AND TRAINING<br />

MANAGER, MOVE<br />

Grant Guesdon<br />

GENERAL MANAGER, MOVE


REGULATORY AFFAIRS KEY<br />

ACHIEVEMENT<br />

In <strong>2016</strong>, the Government Relations<br />

team focused on researching and<br />

planning the <strong>OMA</strong>’s inaugural<br />

Future Cities conference (p.40) in<br />

Brisbane, Melbourne and Sydney.<br />

The conferences were a success,<br />

helping the industry to develop a<br />

richer understanding of the ecosystem<br />

of our cities, while advocating<br />

for the positive role signage will<br />

play in cities of the future.<br />

Inspirational<br />

Bold<br />

Tess Phillips<br />

GENERAL MANAGER,<br />

GOVERNMENT RELATIONS<br />

Cathy Towers<br />

PLANNING AND POLICY OFFICER<br />

Ever-present<br />

Julie Mclean<br />

MARKETING AND OFFICE ASSISTANT<br />

Dynamic<br />

Ti-Ahna Firth<br />

COMMUNICATIONS MANAGER<br />

MARKETING KEY ACHIEVEMENT<br />

Spirited<br />

Kathy Hamill<br />

GENERAL MANAGER, <strong>OMA</strong><br />

<strong>2016</strong> reinforced Marketing’s role as the<br />

key driver in broadcasting <strong>OMA</strong> and<br />

MOVE research and data activities.<br />

Future Cities, audience updates, and<br />

the Primal Advantage (p.43) research<br />

were all fundamental initiatives that<br />

continued to prove that OOH can<br />

connect advertisers with their audiences<br />

anywhere, anytime when they are out<br />

and about in an active state of mind.<br />

AILING HUANG MARKETING AND OFFICE ASSISTANT (RESIGNED SEPTEMBER <strong>2016</strong>)<br />

15


Committed to giving back | SECTION 05<br />

Contributions to<br />

the economy<br />

While we are an industry of advertisers, we are also conscious of our<br />

responsibility to the community within which our medium resides. A fair<br />

portion of our time is focussed on the core business of advertising, but a great<br />

deal of work goes on behind-the-scenes to ensure we remain committed to the<br />

community at large and that we give back in a significant and worthwhile way.<br />

16<br />

Out of Home (OOH)<br />

continues to make<br />

an important and<br />

growing contribution<br />

to Australia’s economy<br />

and to our cities that<br />

ultimately benefits<br />

us all.<br />

Research undertaken in <strong>2016</strong> identified<br />

several branches of OOH growth and<br />

established a crucial fact: the community<br />

and Australian governments at all<br />

levels benefit from OOH advertising.<br />

OOH IS GROWING GDP AND JOBS<br />

Each year, OOH contributes close<br />

to $647 million to Australia’s<br />

Gross Domestic Profit (GDP) and<br />

supports approximately 3,100 fulltime<br />

equivalent (FTE) jobs. 1<br />

OOH IS HOME GROWN<br />

The majority of OOH media companies,<br />

four of which are ASX listed, are<br />

Australian owned and operated, with<br />

profits going back into the Australian<br />

economy and communities. OOH is<br />

hyper-local by nature, and with the<br />

rise of global digital media giants,<br />

OOH is increasingly important to<br />

local advertising and advertisers.<br />

OOH IS GIVING BACK TO<br />

GOVERNMENTS<br />

The industry provides a revenue<br />

stream to government, returning<br />

$1 in every $2 of revenue in rent<br />

and taxes to government and other<br />

landlords. 2 This revenue generated<br />

from advertising on sites leased from<br />

government goes directly to funding<br />

roads and road safety campaigns.<br />

OOH broadcasts government messages.<br />

It is the channel government trusts<br />

to broadcast community messages,<br />

spending up to $35 million on<br />

OOH campaigns each year.<br />

The OOH industry adheres to a<br />

robust system of self-regulation<br />

for advertising content. This saves<br />

government from having to manage<br />

or fund a regulatory system.<br />

OOH delivers essential services and<br />

savings. OOH built and maintains public<br />

infrastructure with a replacement<br />

value of $352 million, including<br />

bicycles, bins, bus shelters, kiosks,<br />

park benches, pedestrian bridges,<br />

public toilets and telephone booths.<br />

OOH IS HELPING TO BUILD<br />

SMART CITIES<br />

More than 17,500 pieces of<br />

public infrastructure delivered<br />

by the OOH industry make our<br />

cities more user-friendly.<br />

The OOH industry is investing in<br />

innovation and smart city technology.<br />

OOH is continually being fitted with<br />

new technology, providing digital utility<br />

such as WiFi and wayfinding services,<br />

benefiting the community at large.<br />

The innovation investment is paying<br />

for itself, with digital OOH making<br />

up to 40.2% of revenue in <strong>2016</strong>.


SIGNS OF GROWTH<br />

$647M<br />

APPROXIMATE CONTRIBUTION TO<br />

AUSTRALIA’S GDP EACH YEAR<br />

$789M<br />

OOH’S NET MEDIA REVENUE<br />

IN <strong>2016</strong> (RECORD HIGH)<br />

3,100<br />

FULL-TIME EQUIVALENT (FTE)<br />

JOBS SUPPORTED BY OOH<br />

EACH YEAR<br />

17,664<br />

PIECES OF PUBLIC<br />

INFRASTRUCTURE DELIVERED<br />

BY OOH<br />

IN<br />

$1 $2<br />

RETURNED IN OOH REVENUE<br />

TO RENT AND TAXES<br />

$352M<br />

REPLACEMENT VALUE OF PUBLIC<br />

INFRASTRUCTURE MAINTAINED<br />

BY OOH<br />

1<br />

Deloitte Access Economics, <strong>2016</strong>, Out of Home Adds Value: Out of Home Advertising in the<br />

Australian Economy. Figures are calculated for 2014 calendar year and expressed in <strong>2016</strong> dollars.<br />

2<br />

Deloitte Access Economics, <strong>2016</strong>, Out of Home Adds Value.<br />

17


Committed to giving back | SECTION 05<br />

Joint industry<br />

sponsorship<br />

<strong>OMA</strong> members<br />

continued their vital<br />

support of National<br />

Missing Persons<br />

Week (NMPW)<br />

for the eighth<br />

consecutive year.<br />

Partnering with the Australian Federal<br />

Police (AFP) in July <strong>2016</strong>, the <strong>OMA</strong><br />

supported a week-long national<br />

Out of Home (OOH) campaign.<br />

NMPW aims to raise awareness about<br />

the issues and impacts associated<br />

with missing persons cases. Each<br />

year, more than 35,000 people<br />

are reported missing. While 95%<br />

are found within a short period of<br />

time, there remain approximately<br />

1,600 long-term missing persons.<br />

39.5 million contacts were made during<br />

the week-long campaign, resulting in<br />

55 direct Crime Stoppers reports, and<br />

one long term New South Wales (NSW)<br />

missing person being successfully<br />

located on the Central Coast.<br />

Participating <strong>OMA</strong> members included<br />

Adshel, APN Outdoor, Bishopp Outdoor<br />

Advertising, Executive Channel Network,<br />

goa, JCDecaux, Metrospace Outdoor<br />

Advertising, oOh!media, QMS Media,<br />

Tayco Outdoor, Tonic Health Media<br />

and TorchMedia. Print production<br />

was managed by <strong>OMA</strong> members<br />

MMT Print and Omnigraphics.<br />

Using the unique strength of OOH<br />

as a prominent broadcast medium,<br />

the objectives of this campaign were<br />

two-fold: urgently assist in finding<br />

profiled missing persons and, by<br />

highlighting the crucial work of the AFP<br />

National Missing Persons Coordination<br />

Centre, raise community awareness<br />

of all missing persons cases.<br />

In <strong>2016</strong>, <strong>OMA</strong> members donated over<br />

$984,000 in ad space and production<br />

costs across Australia. A total of<br />

SINCE 2008 THE OOH<br />

INDUSTRY HAS DONATED<br />

$2.9M+<br />

TO THE<br />

35,000<br />

18<br />

IN ADVERTISING SPACE<br />

TO BRING ATTENTION<br />

AUSTRALIANS WHO GO<br />

MISSING EACH YEAR


CASE STUDY<br />

“The more people that<br />

see the faces of those<br />

missing, the more chance<br />

we have of finding them<br />

and re-uniting them<br />

with their families and<br />

friends. Police would be<br />

unable to receive this<br />

critical information or<br />

solve such cases without<br />

the support and targeted<br />

Outdoor advertising<br />

provided by the <strong>OMA</strong>.”<br />

Marina Simoncini<br />

NATIONAL COORDINATOR MISSING PERSONS AND<br />

EXPLOITED CHILDREN, AUSTRALIAN FEDERAL POLICE<br />

A HEARTENING RESULT<br />

David John O’Reilly<br />

was last seen leaving<br />

his home on Thursday<br />

5 March 2015.<br />

Informing a family member he would<br />

return, he didn’t. Concerned family<br />

members considered this behaviour<br />

out of character and reported him<br />

missing to the NSW Police.<br />

David was featured as part of the<br />

<strong>2016</strong> NMPW OOH campaign and<br />

the details of his disappearance<br />

were widely promoted and<br />

shared with the community and<br />

media outlets across NSW.<br />

Crime Stoppers received multiple<br />

calls from the community who<br />

reported seeing a man matching<br />

David’s description and on Friday,<br />

12 August <strong>2016</strong>, David O’Reilly<br />

was located safe and well.<br />

19


Committed to giving back | SECTION 05<br />

Community and<br />

charitable contributions<br />

The Out of Home (OOH) industry is a long-standing supporter of a wide<br />

range of not-for-profit organisations and continues to be perfectly positioned<br />

to broadcast government and community awareness messages, including road<br />

safety, public health, community service and government campaigns.<br />

In <strong>2016</strong>, <strong>OMA</strong> members<br />

continued to show huge support<br />

in using the power of OOH in<br />

messaging for good.<br />

It is estimated that the industry donated media space<br />

and advertising production valued at approximately<br />

$26 million, and supported over 200 beneficiaries<br />

(p.62) including Australian charities, healthcare<br />

organisations, environmental organisations, public<br />

bodies, as well as arts and cultural organisations.<br />

CAMPAIGN: SAVING RETURNED SOLDIERS’ LIVES<br />

ADVERTISER: WALKING WOUNDED<br />

Walking Wounded, a charity that supports returning<br />

veterans suffering post-traumatic stress disorder (PTSD),<br />

was the beneficiary of an OOH campaign via oOh!media’s<br />

Million Dollar Pitch initiative. The initiative aimed to illustrate<br />

just how the sector has evolved into a powerful media<br />

channel in an age of media fragmentation.<br />

Results from the campaign showed almost 86% of<br />

Australians were exposed to the campaign in its first<br />

three weeks, with at least half of those who recalled<br />

the campaign taking action.<br />

WALKING WOUNDED CAMPAIGN RESULTS<br />

29%<br />

BRAND AWARENESS,<br />

UP FROM 15%<br />

6X<br />

MONTHLY ONLINE<br />

SEARCH VOLUMES<br />

30%<br />

VIEWERS RECALLED ADS,<br />

WITH RECALL AT 49% IN<br />

RETAIL ENVIRONMENTS<br />

20K+<br />

SOCIAL BRAND<br />

ENGAGEMENTS<br />

IN<br />

1 4<br />

SPOKE TO FRIENDS AND<br />

FAMILY ABOUT PTSD<br />

AFTER SEEING THE ADS<br />

IN<br />

3 5<br />

WERE LIKELY<br />

TO DONATE TO<br />

WALKING WOUNDED<br />

20


21


Committed to giving back | SECTION 05<br />

“As long-standing partners, the Sydney Opera<br />

House and APN Outdoor have enjoyed a mutually<br />

beneficial relationship for many years and each year<br />

our partnership grows. Through APN Outdoor’s<br />

digital assets, we have been able to share the stories<br />

from The House in a more innovative, reactive<br />

and flexible capacity and we look forward to<br />

continuing this partnership for some time.”<br />

Chloe Sawyer<br />

HEAD OF PARTNERSHIPS, SYDNEY OPERA HOUSE<br />

22


CAMPAIGN: A METRE MATTERS<br />

ADVERTISER: AMY GILETT FOUNDATION<br />

An awareness campaign by the Amy Gillett Foundation<br />

communicating to drivers that when they are<br />

overtaking cyclists, they need to allow a minimum<br />

passing distance of one metre, so as to reduce the<br />

incidence of serious injury and death of cyclists.<br />

CAMPAIGN: HEY TOSSER! PUT IT IN THE BIN<br />

ADVERTISER: NSW GOVERNMENT<br />

Each year, over 25,000 tonnes of rubbish is tossed in<br />

New South Wales (NSW). This campaign urged the<br />

community to think before tossing their rubbish and<br />

encouraged them to report those who they saw littering.<br />

CAMPAIGN: MOBILE DRUG TESTING<br />

ADVERTISER: TRANSPORT FOR NSW<br />

A public education campaign aimed at warning<br />

NSW drivers of the likelihood and consequences<br />

of being detected for drug driving by NSW<br />

Police using Mobile Drug Testing, or MDTs.<br />

23


Taking our responsibility seriously | SECTION 06<br />

Self-regulation and<br />

advertising content<br />

With great exposure<br />

comes great<br />

responsibility, and<br />

<strong>OMA</strong> members are<br />

committed to meeting<br />

community standards.<br />

The <strong>OMA</strong>’s Code of Ethics is a set of<br />

voluntary principles that defines the<br />

industry’s standards for doing business<br />

with advertisers and regulators, and its<br />

responsibilities towards the community<br />

and the environment. The Code of<br />

Ethics supplements the obligations<br />

that members are already required<br />

to comply with under existing laws,<br />

including Federal and State law.<br />

members with clear guidance about the<br />

16 self-regulatory industry codes<br />

and how best to comply with<br />

them. Australia’s system of selfregulated<br />

advertising is highly<br />

successful. However, the decision<br />

on what is acceptable advertising<br />

content can be a subjective one.<br />

SELF-REGULATION<br />

<strong>OMA</strong> CODE OF ETHICS<br />

Out of Home (OOH) is an incredibly<br />

powerful medium, a prominent fixture<br />

for all to see – where we live, shop<br />

and play. You can’t turn OOH off and<br />

you can’t change the channel. This is<br />

why it is important for the industry<br />

to have its own Code of Ethics*<br />

to ensure that members operate<br />

their businesses responsibly.<br />

CONTENT TRAINING<br />

<strong>OMA</strong> conducts a regular program<br />

of Content Training for members<br />

in conjunction with the Advertising<br />

Standards Bureau (ASB), the Australian<br />

Association of National Advertisers<br />

(AANA), The Communications Council<br />

and the Alcohol Beverages Advertising<br />

Code (ABAC) Scheme. This training is a<br />

key part of the industry’s demonstration<br />

of its commitment to providing<br />

While <strong>OMA</strong> members don’t always<br />

create the advertisements placed on<br />

their signs, they do take responsibility<br />

for what is displayed. The <strong>OMA</strong> works<br />

with the ASB to ensure OOH advertising<br />

meets prevailing community standards<br />

and attitudes. The <strong>OMA</strong> supports<br />

the complaints procedure managed<br />

by the ASB, and also works with the<br />

AANA, The Communications Council<br />

and the ABAC Scheme to ensure that<br />

members only display advertising<br />

ATTENDEES OF <strong>OMA</strong>’S SELF-REGULATION CONTENT TRAINING<br />

25 BRISBANE<br />

21 MELBOURNE<br />

15 PERTH 65 SYDNEY<br />

126 TOTAL<br />

24<br />

*www.oma.org.au/regulation-and-community/advertising-content-and-self-regulation/oma-industry-policies


that meets community standards<br />

and the self-regulatory codes.<br />

OOH is the ultimate broadcaster – its<br />

audience includes people of every age,<br />

race, gender and religion. The 2011<br />

Federal Government Inquiry into the<br />

Regulation of Outdoor Advertising<br />

confirmed to the industry, and the <strong>OMA</strong>,<br />

that it must be especially considerate<br />

of the way in which it captures its<br />

massive audience’s attention.<br />

The Inquiry also showed the <strong>OMA</strong><br />

that the self-regulatory codes are<br />

only effective if fully understood by<br />

all members. Since that time, the<br />

<strong>OMA</strong> has taken responsibility for<br />

this and has established a program<br />

of education and advertising prevetting<br />

initiatives including:<br />

• Content Training for members<br />

• Content Review Policy, including<br />

a copy advice service<br />

• Concept Advisory Service<br />

for advertisers and creative<br />

agencies at the early stage of<br />

a campaign’s development.<br />

CONTENT REVIEW POLICY AND<br />

CONCEPT ADVISORY SERVICE<br />

The <strong>OMA</strong> developed a Content Review<br />

Policy, including a copy advice service,<br />

that sees members seeking advice from<br />

the <strong>OMA</strong>. Members send over<br />

250 pieces of creative per year.<br />

The <strong>OMA</strong>’s Concept Advisory<br />

Service exists to offer advertisers<br />

and creative agencies free advice<br />

at the early stage of a campaign’s<br />

development about the suitability of<br />

their content for OOH advertising.<br />

The <strong>OMA</strong> Code of Ethics states that<br />

<strong>OMA</strong> members cannot endorse the<br />

display of an advertisement that is<br />

likely to breach the AANA Code of<br />

Ethics, and therefore the Concept<br />

Advisory Service helps to eliminate<br />

the likelihood of a breach by gauging<br />

content and determining whether<br />

the proposed advertisement:<br />

• Treats sex, sexuality and<br />

nudity with sensitivity<br />

• Contains violence that cannot<br />

be justified in its context<br />

• Uses language suitable<br />

for a broad audience.<br />

In <strong>2016</strong>, the <strong>OMA</strong> pre-vetted 261 pieces<br />

of advertising creative, rejecting<br />

29 advertisements and seeking<br />

modifications to another to 52. Once<br />

members seek the <strong>OMA</strong>’s content<br />

advice, they must comply with it.<br />

<strong>2016</strong> PRE-VETTED ADVERTISING<br />

SUBMITTED<br />

AND PASSED<br />

REFERRED TO THE ALCOHOL<br />

ADVERTISING PRE-VETTING<br />

SERVICE (AAPS)<br />

NOT OK<br />

MODIFIED<br />

Q1<br />

Q2<br />

Q3<br />

Q4<br />

0 10<br />

20<br />

30<br />

40<br />

50<br />

60<br />

70<br />

80<br />

90<br />

25


Taking our responsibility seriously | SECTION 06<br />

The aim of the <strong>OMA</strong><br />

is to build a more<br />

sustainable industry<br />

for its members<br />

while advocating<br />

for regulation that<br />

is fair and equitable<br />

for governments, the<br />

community and<br />

the Out of Home<br />

(OOH) industry.<br />

COMPLAINTS<br />

The vast majority of advertisements<br />

that run on OOH, and other advertising<br />

channels, are not complained about;<br />

of those that are, most are not found<br />

to breach any codes. Since the 2011<br />

Federal Government Parliamentary<br />

Inquiry, the <strong>OMA</strong> has seen a significant<br />

reduction in the number of upheld<br />

complaints, particularly in the area<br />

of Sex, Sexuality and Nudity. <strong>OMA</strong><br />

members have gone from eight<br />

breaches in 2011 (before our Content<br />

Training Program commenced) to eight<br />

breaches in total from 2012 to <strong>2016</strong>.<br />

Considering <strong>OMA</strong> members display<br />

over 30,000 campaigns nationally<br />

each year, this equates to less than<br />

1% of all campaigns breaching any<br />

codes. This record alone is proof of a<br />

mature industry that takes its social<br />

responsibility seriously and understands<br />

the role it plays in the public domain.<br />

While the industry works hard to<br />

continually improve its track record,<br />

all complaints and breaches become<br />

learning tools for the <strong>OMA</strong> and its<br />

members. They demonstrate that the<br />

system of self-regulation is working<br />

and give the <strong>OMA</strong> the opportunity to<br />

reflect on where it can be improved.<br />

For example, a single breach in <strong>2016</strong> led<br />

to the <strong>OMA</strong> introducing a new policy<br />

that requires all advertisements with<br />

modifications proposed by <strong>OMA</strong> after a<br />

content review, to be resubmitted to the<br />

<strong>OMA</strong> for final approval prior to posting.<br />

GOVERNMENT REGULATION<br />

<strong>2016</strong> saw some state governments<br />

propose additional regulation on<br />

various types of advertising content.<br />

The <strong>OMA</strong> believes given the success<br />

of the self-regulatory system, public<br />

resources would be more effectively<br />

spent on education programs to address<br />

significant non-media influences<br />

such as peers, parents and teachers.<br />

As Todd Sampson from the Gruen<br />

Transfer on ABC television once said,<br />

“We can’t child-proof the world, we<br />

have to world proof our children.”<br />

REGULATORY AFFAIRS<br />

While Australia’s robust system of<br />

self-regulation guides the content<br />

that can be displayed on OOH signs,<br />

BEFORE<br />

AFTER<br />

26<br />

Here we can see the <strong>OMA</strong>’s Concept Advisory Service at work – the before and<br />

after of OOH advertising artwork as a result of having gone through a review.


the design, location and operation<br />

of the signs is dictated by State and<br />

Local Government regulations. The<br />

<strong>OMA</strong> is an important partner in the<br />

development and application of these<br />

regulations, and has developed close<br />

working relationships with State Road<br />

and Planning Authorities to ensure<br />

that regulations for roadside signage<br />

are safe, flexible, and evidence-based.<br />

The <strong>OMA</strong> also works closely with<br />

State and Local governments to<br />

ensure that guidelines are not overly<br />

restrictive, and allow flexibility<br />

for digital signage to offer more<br />

utility and urban renewal to local<br />

government precincts into the future.<br />

In <strong>2016</strong>, the <strong>OMA</strong> made a total of<br />

14 submissions to State, Territory,<br />

and Local governments in the<br />

Australian Capital Territory (ACT),<br />

New South Wales (NSW), Victoria<br />

(VIC), Queensland (QLD), South<br />

Australia (SA) and Western Australia<br />

(WA). Submissions included:<br />

ACT – ONE SUBMISSION:<br />

• ACT Planning and Land<br />

Authority, Signs General Code<br />

NSW – TWO SUBMISSIONS:<br />

• Campbelltown City Council,<br />

Amendment to DCP Part 16<br />

Advertising and Signage<br />

• Department of Planning and<br />

Environment, Draft Transport<br />

Corridor Outdoor Advertising<br />

and Signage Guidelines<br />

QLD – FOUR SUBMISSIONS:<br />

• Fraser Coast Regional Council,<br />

Fraser Coast Planning Scheme<br />

• City of Gold Coast, Subordinate Local<br />

Law No.16.8 (Advertising Devices)<br />

• Mackay Regional Council, Draft<br />

Mackay Region Planning Scheme<br />

• Department of Transport and Main<br />

Roads, Draft Policy for Management<br />

of Roadside Advertising<br />

SA – ONE SUBMISSION:<br />

• City of Adelaide, Strategic<br />

Plan <strong>2016</strong> – 2020<br />

VIC – THREE SUBMISSIONS:<br />

• Knox City Council, Amendment<br />

C150 Knox Planning Scheme<br />

• Department of Environment,<br />

Land, Water and Planning,<br />

Review of Native Vegetation<br />

Clearing Regulations<br />

• City of Melbourne, Future<br />

Melbourne 2026<br />

WA – THREE SUBMISSIONS:<br />

• City of Canning, Local Planning<br />

Policy, Advertising Signs<br />

• City of Perth, City Planning<br />

Scheme Signs Policy<br />

• City of Bunbury Local<br />

Planning Policy, Signage and<br />

Advertisements (Illuminated Signs)<br />

<strong>OMA</strong> MEMBERS’ COMPLAINTS TO THE ASB UPHELD<br />

<strong>2016</strong><br />

2015<br />

2014<br />

2013<br />

2012<br />

2011<br />

OOH: 5.49%*<br />

OOH: 8.36%*<br />

OOH: 10.66%*<br />

OOH: 9.59%*<br />

OOH: 4.8%*<br />

OOH: 26.35%*<br />

0<br />

1<br />

2<br />

3<br />

4<br />

5<br />

6<br />

7<br />

8<br />

9<br />

10<br />

NUMBER OF ADS BREACHED<br />

AANA GUIDELINE BREACHED:<br />

SEX, SEXUALITY<br />

AND NUDITY<br />

VIOLENCE<br />

WORK HEALTH<br />

AND SAFETY<br />

DISCRIMINATION<br />

*of all complaints<br />

27


Taking our responsibility seriously | SECTION 06<br />

Environment and<br />

sustainability<br />

The <strong>OMA</strong> recognises its responsibility to minimise the impact of the<br />

industry’s operations on the built and natural environment, and to<br />

contribute to the sustainability of the communities in which it operates.<br />

The <strong>OMA</strong> is<br />

committed to leading<br />

the industry in open<br />

and constructive<br />

communications with<br />

relevant authorities,<br />

government agencies<br />

and the community<br />

on sustainability<br />

and environmental<br />

issues that relate to<br />

the industry.<br />

Throughout <strong>2016</strong>, <strong>OMA</strong> members<br />

continued to demonstrate an ongoing<br />

commitment to reducing the impact of<br />

the industry on the environment. Listed<br />

below are some of the actions taken in<br />

<strong>2016</strong> by the <strong>OMA</strong> and its members:<br />

• Adopting programs to reduce waste<br />

generation, including the waste<br />

produced from the production and<br />

display of PVC advertising banners<br />

• Recycling of waste materials,<br />

where practical, management<br />

of water consumption and<br />

reduction in Co 2<br />

emissions<br />

• Monitoring and reporting on<br />

evolving OOH technologies that<br />

reduce the impact of industry on<br />

the built and natural environment<br />

• Establishing achievable and<br />

measurable environmental<br />

initiatives, including:<br />

• Benchmarks for monitoring<br />

the reduction in the<br />

generation of waste, including<br />

recycling programs for<br />

Outdoor advertising skins<br />

• Programs to conserve energy,<br />

water and natural resources<br />

through increased efficiency<br />

and the introduction of<br />

new technologies and<br />

production methods<br />

• Targets to increase the number<br />

of fuel efficient vehicles within<br />

operational transport fleets<br />

• Providing sponsorships or inkind<br />

support towards community<br />

initiatives that champion<br />

environmental causes<br />

• Environmental management<br />

systems and best practices in place<br />

assuring ISO14001 accreditation<br />

• Use of LED to reduce<br />

energy consumption.<br />

NEW PARTNERSHIP – A<br />

GAME-CHANGER FOR THE<br />

ADVERTISING INDUSTRY<br />

In <strong>2016</strong>, the <strong>OMA</strong> partnered with<br />

the Vinyl Council to provide<br />

industry-wide engagement and<br />

coordination of a landmark project<br />

to undertake trials to recycle<br />

PVC coated banners, leading the<br />

industry to a more environmentally<br />

friendly and sustainable future.<br />

28


29


Our ongoing transformation | SECTION 07<br />

RESULTS:<br />

3.2M<br />

44M<br />

284%<br />

MILLION VISITORS<br />

TO THE EXHIBITION<br />

MILLION REACHED<br />

GLOBALLY<br />

INCREASE IN WEB<br />

TRAFFIC<br />

30


CASE STUDY<br />

University of<br />

Melbourne<br />

Creative Collection Competition<br />

<strong>2016</strong> Grand Prix Winner<br />

The University of Melbourne’s Made Possible by Melbourne<br />

campaign was named the <strong>2016</strong> Creative Collection<br />

Competition Grand Prix winner, with an honourable<br />

mention going to Bonds The Boys.<br />

CAMPAIGN: MADE POSSIBLE BY MELBOURNE<br />

ADVERTISER: UNIVERSITY OF MELBOURNE<br />

The Made Possible by Melbourne<br />

campaign was the University of<br />

Melbourne’s <strong>2016</strong> brand campaign,<br />

designed to showcase to the public<br />

the world-changing research taking<br />

place at the University of Melbourne,<br />

and the real world impact it creates.<br />

To achieve this, the city of Melbourne<br />

was used as a platform for showcasing<br />

a free exhibition of 14 specially<br />

designed and manufactured OOH<br />

installations across the CBD, which<br />

used models and interactive elements<br />

to enhance public engagement<br />

with each research story.<br />

Virtual maps, free cycling tours,<br />

a pop-up cafe and a digital audio<br />

tour, telling a short story about each<br />

research program and the academics<br />

behind it, accompanied the exhibit.<br />

The installations also invited the<br />

public to explore more about the<br />

research via the University’s digital<br />

story-telling platform, Pursuit.<br />

31


Our ongoing transformation | SECTION 07<br />

Creativity<br />

“Rule breaking and brave,<br />

there was one clear winner<br />

as OOH proves it can<br />

play in the content space,<br />

too. When the world is<br />

going mad for thumbstopping<br />

three second<br />

online auditions, the<br />

University of Melbourne<br />

and McCann prove that<br />

if your content is good<br />

people will step forward,<br />

engage and get involved.”<br />

Jon Kelly<br />

CREATIVE DIRECTOR, IRIS WORLDWIDE<br />

Out of Home (OOH) is a<br />

powerful platform capable<br />

of supporting a range of<br />

break-through technologies,<br />

innovative messaging, and<br />

creative executions.<br />

OOH continues to retain its long-standing brand<br />

attributes, including high visibility, high engagement,<br />

and cost effectiveness. But with advancements in<br />

technology, these brand values are extending to include<br />

so much more for advertisers – greater creativity and<br />

innovation, immediacy and flexibility, as well as utility.<br />

<strong>OMA</strong>’S CREATIVE COLLECTION COMPETITION<br />

Launched in 2013, the <strong>OMA</strong>’s Creative Collection<br />

recognises the best in Outdoor advertising each quarter.<br />

The competition continues to gain momentum, with<br />

winners appearing in the biennial publication OPEN –<br />

an anthology of Outdoor creative from Australia and<br />

around the world. OPEN 3 will be released in May 2017.<br />

In <strong>2016</strong>, the <strong>OMA</strong> received 156 entries as part of<br />

the competition. From these, the <strong>OMA</strong> awarded<br />

17 campaigns in the following four categories:<br />

1. Best traditional use of the OOH medium<br />

2. Best use of technology/innovation<br />

3. Best creative execution<br />

4. Best use of a special build<br />

32


Best traditional use of the<br />

OOH medium<br />

Criteria: visual impact, clarity of message, clear and<br />

obvious branding, contextually relevant.<br />

Q1 WINNER<br />

CAMPAIGN: STREETS COOLER SNACK<br />

ADVERTISER: UNILEVER<br />

33


Our ongoing transformation | SECTION 07<br />

Best use of technology/innovation<br />

Criteria: embraces new technology and innovation<br />

such as live feeds, weather triggered technology,<br />

recognition technology, and payments (including<br />

donations and e-commerce).<br />

Q2 WINNER<br />

CAMPAIGN: #CREATEWELCOME<br />

ADVERTISER: MDA QUEENSLAND<br />

34


Best creative execution<br />

Criteria: strong creative appeal and impact, strong<br />

photography and art direction, ability to generate an<br />

emotional response.<br />

Q3 WINNER<br />

CAMPAIGN: UTS: SCIENCE SUPERLAB<br />

ADVERTISER: UNIVERSITY OF TECHNOLOGY<br />

SYDNEY (UTS)<br />

Best use of a<br />

special build<br />

Criteria: 2/3D extensions,<br />

complementary sound and/or light<br />

experience, materials built in to<br />

create effects, dispenses products.<br />

Q3 WINNER<br />

CAMPAIGN: NESPRESSO RECYCLE<br />

ADVERTISER: NESPRESSO<br />

For a full list of the winners visit www.oma.org.au/media2/creative-collection<br />

35


Our ongoing transformation | SECTION 07<br />

Technology and<br />

innovation<br />

The digital revolution continues to breathe new life into Out of Home (OOH).<br />

It’s an exciting time<br />

to be part of the<br />

OOH industry.<br />

While the digital revolution is<br />

fragmenting many other media<br />

channels, the opposite is true for OOH.<br />

The demand for immediacy and flexibility<br />

continued to drive digital OOH (DOOH)<br />

net media revenue upwards in <strong>2016</strong>, with<br />

this area of the market representing<br />

40.2% of total OOH media revenue,<br />

up from 28.4% for the previous year.<br />

Technology has strengthened the impact<br />

of OOH, taking it from a passive medium,<br />

to one that can be fully interactive; a<br />

potential one-stop shop for promotion,<br />

engagement, and transaction.<br />

With consumers demanding to be<br />

connected with the world on their<br />

terms, DOOH is becoming more<br />

relevant than ever before. By aligning<br />

with mobile and digital technologies,<br />

advertisers are now able to connect<br />

with their audience anywhere, anytime.<br />

The types of innovations that have<br />

emerged over the years include:<br />

• Live feeds<br />

• Near Field Communications (NFC)<br />

and Quick Response (QR) codes<br />

• Beacon technology<br />

• Mobile and social media integration<br />

• Day-parting<br />

• Facial Recognition<br />

• Geo-targeting<br />

• Touch-screen<br />

• Tap and Go payments (including<br />

donations and e-commerce)<br />

• 3D and Augmented Reality<br />

AUT<strong>OMA</strong>TED TRANSACTION<br />

PLATFORM<br />

The industry continues to look<br />

for ways to make the planning of<br />

OOH easier with the development<br />

of the Automated Transaction<br />

Platform (ATP): a one-stop hub<br />

for the buying and selling of OOH<br />

in Australia across all formats.<br />

In March, eight companies were<br />

selected from an Expression of<br />

Interest process to provide a more<br />

detailed response in a Request<br />

for Proposal from the <strong>OMA</strong>.<br />

special effects.<br />

Following extensive reviews of their<br />

The opportunity for advertisers to<br />

uniquely engage and transact with<br />

submissions, four were selected to<br />

present to the Board in August.<br />

consumers increased greatly in <strong>2016</strong><br />

thanks to developments in OOH<br />

technology in more locations around<br />

Australia. <strong>OMA</strong> members continued to<br />

push the boundaries, searching for new<br />

and innovative ways of incorporating<br />

After deliberation, the <strong>OMA</strong><br />

Board concluded none met the<br />

requirements of the industry and an<br />

alternate plan was prepared for the<br />

development of the ATP in 2017.<br />

new technology into OOH executions.<br />

2012<br />

2013<br />

2014<br />

2015<br />

<strong>2016</strong><br />

DOOH AS A PERCENTAGE<br />

OF TOTAL OOH REVENUE:<br />

36<br />

7.5%<br />

11.3%<br />

17.2%<br />

28.4%<br />

40.2%


CAMPAIGN: THE BOYS<br />

ADVERTISER: BONDS<br />

Bonds The Boys used laconic Australian humour to promote<br />

Bonds’ range of comfortable men’s underwear. A variety of<br />

media was used, the most innovative being a 24-metre-high<br />

digital billboard which streamed a live weather feed to which<br />

‘the boys’ responded, as boys do – if it was cold the boys went<br />

up, if it was warm they went down, and if it was windy they<br />

swung from side to side.<br />

37


Our ongoing transformation | SECTION 07<br />

CAMPAIGN: ROAD TO RIO <strong>2016</strong><br />

ADVERTISER: AUSTRALIAN OLYMPIC COMMITTEE<br />

The Road to Rio <strong>2016</strong> campaign kept the country abreast<br />

of the latest Olympic news in real time. Over 1,200 creative<br />

executions, ranging from medal announcements to social<br />

feeds, news updates and live scoreboards were projected<br />

onto digital screens, bringing the pride of the Olympics<br />

to the streets and in front of everyday Australians.<br />

38


“I think the Outdoor<br />

sector has done a<br />

great job of really<br />

being adaptive and<br />

transformative. To me<br />

Out of Home is still<br />

all about being a mass<br />

awareness broadcast<br />

channel, but they have<br />

evolved that to being<br />

a geo-based, digitally<br />

lead, content platform<br />

which is really exciting.”<br />

Sophie Madden<br />

CEO, MEDIA FEDERATION OF AUSTRALIA<br />

CAMPAIGN: UV ALERT<br />

ADVERTISER: CANCER INSTITUTE OF NEW<br />

SOUTH WALES (NSW)<br />

The Cancer Institute of NSW used a UV alert system via<br />

digital Out of Home panels to trigger sun smart messages<br />

based on real-time radiation levels. This campaign alerted<br />

passers-by to the dangerous effects of exposure to UV<br />

rays at particular parts of the day, while also providing<br />

simple steps that can be taken to avoid UV damage.<br />

39


Our ongoing transformation | SECTION 07<br />

Future Cities conference<br />

UNICEF predicts that<br />

by 2050 a whopping<br />

94% of Australia’s<br />

population will live<br />

in cities. So what does<br />

this mean for Out of<br />

Home (OOH)?<br />

As our populations grow and become<br />

more urbanised, OOH is becoming more<br />

established in the city landscape.<br />

The OOH industry will play an important<br />

role in shaping and activating urban<br />

spaces by investing in innovation and<br />

smart city technology, enhancing<br />

what our signs can offer advertisers,<br />

governments, and the public, and<br />

ultimately making our future cities<br />

more sustainable and liveable.<br />

In April <strong>2016</strong>, the <strong>OMA</strong> hosted the<br />

inaugural Future Cities conference<br />

series in Melbourne, Queensland,<br />

and Sydney. Future Cities brought<br />

together representatives from<br />

business, government, the arts, and<br />

the community to openly discuss<br />

the future of Australian cities, and to<br />

encourage partnership and collaboration<br />

in order to create better public<br />

places that we can all benefit from.<br />

The aim of the talks was to show the<br />

vital part OOH plays in cities, and how<br />

that role will grow as digital technology<br />

advances. Future Cities provided an<br />

opportunity for the OOH industry to<br />

demonstrate itself as forward thinking,<br />

and to highlight the utility OOH can,<br />

and does, offer to cities through<br />

WiFi networks, emergency messaging,<br />

intelligent use of data, and more.<br />

ATTENDEES<br />

To an audience of over 260 people,<br />

across three cities in as many days,<br />

the <strong>OMA</strong> introduced a range of<br />

speakers talking on topics regarding<br />

the development and changing nature<br />

of our cities. The audiences consisted<br />

of representatives from key Ministers’<br />

offices, key local councils, transport<br />

authorities, the Planning Institute of<br />

Australia, planning authorities, as well as<br />

media and creative agencies, advertisers,<br />

planners, consultants, design companies,<br />

universities and <strong>OMA</strong> members.<br />

THE RESULTS<br />

There was healthy engagement and<br />

conversation on social media with<br />

300 posts made using the event<br />

hashtag – #<strong>OMA</strong>FutureCities – resulting<br />

in reach to an audience of 162,886 and<br />

overall growth to <strong>OMA</strong> social channels.<br />

The Sydney event was filmed and<br />

presentations from the event are<br />

available on the <strong>OMA</strong> website.<br />

As a result of the success of this<br />

inaugural event the <strong>OMA</strong> will consider<br />

holding a conference of this type semiregularly<br />

in an effort to promote the<br />

OOH industry’s place in future cities.<br />

SURVEY RESPONDENTS<br />

94%<br />

SATISFIED/VERY<br />

SATISFIED WITH<br />

THE EVENT<br />

52%+<br />

WOULD ATTEND<br />

FUTURE EVENT<br />

FROM <strong>OMA</strong><br />

76%+<br />

WOULD LIKE<br />

TO HEAR FROM<br />

SPEAKERS AGAIN<br />

54%+<br />

CHANGED THEIR<br />

PERCEPTION OF<br />

THE <strong>OMA</strong> AND OOH<br />

40


“The <strong>OMA</strong>’s Future Cities conference allowed<br />

government and business to come together<br />

to discuss the future of our great city, the<br />

opportunities that exist and the roles we can<br />

all play to ensure we get the best outcomes.”<br />

Angela Vithoulkas<br />

INDEPENDENT COUNCILLOR, CITY OF SYDNEY<br />

41


Our ongoing transformation | SECTION 07<br />

MOVE <strong>2016</strong> data update<br />

Out of Home (OOH) audiences are growing faster than the population as<br />

a result of urbanisation. From 2010 to <strong>2016</strong>, OOH audiences grew by<br />

20.3% compared to the population growth for the same period of 13%.<br />

OOH audiences<br />

are growing.<br />

The <strong>2016</strong> data update revealed that the<br />

national audience for OOH has grown<br />

by 2.8%, year-on-year, across the five<br />

mainland capital cities measured by<br />

MOVE, and across the suite of OOH<br />

formats, marking a sixth consecutive<br />

year of growth. The <strong>2016</strong> update also<br />

saw 200,000 more people, on average,<br />

in OOH environments each day. OOH<br />

can now reach 12.4 million people<br />

each day, who are making a total of<br />

52 million trips daily. The numbers<br />

result in an increase in exposure<br />

for the vast majority of the 80,300<br />

advertising faces measured by MOVE.<br />

The <strong>2016</strong> data update also incorporated<br />

new data including: updated Australian<br />

Bureau of Statistics (2014); population<br />

and employment levels across more<br />

than 17,800 separate travel zones;<br />

changes to transport infrastructure;<br />

changes to public transport routes; new<br />

signs; and updates to trip attractors in<br />

each travel zone, including shopping<br />

centres and school enrolments.<br />

Also included in this update was a<br />

new format – the measurement of<br />

Sydney Light Rail (advertising on<br />

the inside and outside of light rail).<br />

The number of locations measured by<br />

MOVE has also seen a massive increase.<br />

MOVE now measures 504 shopping<br />

centres, a 236% increase from its launch<br />

in 2010. This scenario is typical across<br />

the OOH industry, where development<br />

in existing Outdoor formats by MOVE<br />

members is creating more opportunities<br />

for clients to connect with customers.<br />

OOH AUDIENCES <strong>2016</strong><br />

2.8%<br />

INCREASE IN<br />

OOH AUDIENCE<br />

YEAR-ON-YEAR<br />

200K<br />

MORE PEOPLE<br />

IN OOH<br />

SPACES DAILY<br />

52M<br />

DAILY TRIPS<br />

THROUGH<br />

OOH SPACES<br />

12.4M<br />

PEOPLE<br />

REACHED BY<br />

OOH DAILY<br />

42


Industry research<br />

Out of Home (OOH)<br />

gives brands a primal<br />

advantage.<br />

NEW BIOMETRIC RESEARCH<br />

In August <strong>2016</strong>, the <strong>OMA</strong>, in partnership<br />

with independent research agency<br />

Hoop Group, released the findings<br />

of a new state-of-the-art biometric<br />

research study* into understanding<br />

consumers inside and out of the home.<br />

This research showed that, as human<br />

beings, it is in our nature to be more<br />

alert when out of home, and revealed<br />

two new insights for the industry to<br />

take note of: that consumers are two<br />

times more alert and likely to act on<br />

messages than compared to inside the<br />

home, and they are 2.5 times more alert<br />

compared to screen time at home.<br />

These new findings, combined with<br />

the immediacy, flexibility, scale and<br />

impact that OOH already offers is<br />

a huge benefit for advertisers.<br />

“What’s significant about this research is<br />

that it captured people in their natural<br />

environments, giving an accurate read on their<br />

levels of arousal. The research shows we are<br />

more aroused when we’re out of home – our<br />

antennae are up. There’s more to react to,<br />

therefore we’re more likely to act. We’re wired<br />

to scan the environment for events that can<br />

impact on us or things that are linked to our<br />

goals. It’s a primal thing – survive and thrive.<br />

This is important news for marketers as we<br />

know arousal drives attention and memory<br />

encoding, both of which are key factors that<br />

underpin advertising message impact.”<br />

Dr. Phil Harris<br />

LEADING CONSUMER NEUROSCIENTIST AND<br />

HONORARY FELLOW, UNIVERSITY OF MELBOURNE<br />

RESEARCH SHOWS PEOPLE ARE<br />

2X<br />

AND<br />

2.5X<br />

MORE ALERT AND LIKELY TO<br />

ACT ON MESSAGES WHEN<br />

OUTSIDE THAN COMPARED<br />

TO INSIDE THE HOME<br />

MORE ALERT COMPARED TO<br />

SCREEN TIME AT HOME<br />

*www.theprimaladvantage.com.au<br />

43


Itʼs about growth | SECTION 08<br />

Performance<br />

Out of Home<br />

(OOH) net revenue<br />

up 15.8% to an<br />

all-time high of<br />

$789.5 million.<br />

REVENUE RESULTS<br />

The <strong>OMA</strong> generates performance<br />

reporting for the OOH industry<br />

through the compilation of revenue<br />

results and share of advertising<br />

spend for its members, which<br />

comprise 90% of the industry.<br />

Once again, the OOH industry revenue<br />

reached an incredible high, experiencing<br />

its seventh year of consecutive growth<br />

in <strong>2016</strong>, posting a 15.8% increase on<br />

net revenue year-on-year, taking the<br />

industry’s revenue to $789.5 million,<br />

up from $682.1 million in 2015.<br />

This topped off a third year of doubledigit<br />

growth, which saw consistent<br />

year-on-year increases, starting strongly<br />

with a 19.1% year-on-year increase for<br />

quarter one, followed nicely with<br />

18.2% year-on-year increase in quarter<br />

two, 14.8% year-on-year increase in<br />

quarter three, and finishing with a<br />

12.4% year-on-year increase in<br />

quarter four.<br />

The demand for immediacy and<br />

flexibility continued to drive digital<br />

OOH net media revenue upwards in<br />

<strong>2016</strong>, with this area of the market<br />

representing 40.2% of total OOH<br />

revenue, up from 28.4% for the same<br />

period in 2015, and 17.2% in 2014.<br />

REVENUE RESULTS ($M) 2007 – <strong>2016</strong><br />

800<br />

ORIGINALLY REPORTED<br />

REVISED<br />

789<br />

700<br />

678<br />

600<br />

500<br />

428<br />

454<br />

400<br />

477<br />

494<br />

503<br />

508<br />

544<br />

548<br />

602<br />

579 * 682<br />

400<br />

300<br />

2007 2008 2009 2010 2011 2012 2013 2014 2015 <strong>2016</strong><br />

Originally <strong>Report</strong>ed figures are what is reported at the end of each year.<br />

44<br />

Revised figures are reported at the end of the following year and account for changes<br />

to <strong>OMA</strong> membership, to enable a like-for-like year-on-year comparison.<br />

*In addition to membership changes the revised 2014 figures also has minor<br />

adjustment due to over-reporting in the original 2014 figures.


PERFORMANCE BY QUARTER <strong>2016</strong><br />

PERFORMANCE ACROSS FORMATS <strong>2016</strong>**<br />

• First quarter net revenue increased by 19.1%*<br />

to $176.7 million, up from $148.4 million in 2015<br />

• Second quarter net revenue increased by 18.2%*<br />

to $184.6 million, up from $156.2 million in 2015<br />

• Third quarter net revenue increased by 14.8%*<br />

to $186.4 million, up from $162.4 million in 2015<br />

• Fourth quarter net revenue increased by 12.4%*<br />

to $241.8 million, up from $215.1 million in 2015.<br />

• Roadside billboards (over and under<br />

25 square metres) $296.4 million<br />

• Roadside other (bus/tram externals, small<br />

format, street furniture) $230.4 million<br />

• Transport (including airports) $136.3 million<br />

• ^Retail/lifestyle/other $126.4 million.<br />

OOH REVENUE RESULTS BY QUARTER ($M) 2014 – <strong>2016</strong><br />

Q1 Q2 Q3 Q4<br />

<strong>2016</strong><br />

2015<br />

2014<br />

0<br />

50<br />

100<br />

150<br />

200<br />

250<br />

OOH REVENUE RESULTS BY CATEGORY ($M) 2014 – <strong>2016</strong> <strong>2016</strong> 2015 2014<br />

300<br />

250<br />

200<br />

150<br />

100<br />

50<br />

0<br />

Roadside billboards<br />

Roadside other Transport Retail/lifestyle/other<br />

*2015 figures have been adjusted to reflect changes in <strong>OMA</strong> membership,<br />

allowing direct comparisons in revenue year-on-year.<br />

^This category reports shopping centre panels, as well as all place-based digital<br />

inventory including office media – covering inventory in lifts and office buildings, cafe<br />

panels, as well as digital screens in doctors’ surgeries and medical centres.<br />

**Figures may not add to total due to rounding.<br />

45


Itʼs about growth | SECTION 08<br />

Benchmarks<br />

OUT OF HOME 5.7%<br />

ECONOMIC<br />

OTHER PRINT** 1.1%<br />

CINEMA 0.9%<br />

Commercial Economic Advisory<br />

Service of Australia (CEASA)<br />

NEWSPAPER 10.0%<br />

reported the Out of Home (OOH)<br />

MAGAZINE 1.9%<br />

share of advertising spend in<br />

<strong>2016</strong> at 5.74% of the $13.74 billion<br />

total spend on advertising.<br />

<strong>2016</strong><br />

TOTAL ADVERTISING INCREASED<br />

TV* 24.2%<br />

7.7%<br />

TO<br />

$13.74B<br />

ONLINE 44.4%<br />

RADIO 8.3%<br />

PAY TV 3.5%<br />

FROM $12.76B IN 2015<br />

% SHARE BY MEDIA RESULTS<br />

2012 2013 2014 2015 <strong>2016</strong><br />

OUT OF HOME 4.6 4.8 5.1 5.3 5.7<br />

CINEMA 0.8 0.9 0.8 0.9 0.9<br />

NEWSPAPER 18.9 16.6 15.0 12.7 10.0<br />

MAGAZINE 4.4 3.5 3.0 2.4 1.9<br />

TV* 31.8 30.6 29.3 26.7 24.2<br />

PAY TV 4.0 4.4 4.1 4.0 3.5<br />

RADIO 9.3 9.0 9.0 8.7 8.3<br />

ONLINE 24.5 28.4 32.9 38.3 44.4<br />

OTHER PRINT** 1.7 1.8 0.8 1.0 1.1<br />

Source: CEASA (excluding classifieds and directories).<br />

*TV includes Metro and Regional 2011 to 2015 and in addition AVOD (Advertising revenue from<br />

Video on Demand) for the first time in <strong>2016</strong>. AVOD was 0.3% of total spend in <strong>2016</strong>.<br />

46<br />

**Other Print includes business and rural publications.


MEDIA AGENCY ATTITUDES<br />

ABOUT THE INDUSTRY<br />

The Media i industry survey collates<br />

attitudes and opinions on issues that are<br />

affecting the advertising industry and<br />

tracks the sentiments and performance<br />

of agencies, media channels and<br />

media owners’ sales representation.<br />

The latest survey, conducted in<br />

October <strong>2016</strong> – with more than<br />

3,950 respondents – reported<br />

that the OOH industry was rated<br />

as follows by agency personnel:<br />

• Revenue growth in <strong>2016</strong>: 2nd<br />

after Mobile Digital<br />

• Changing with the times: 2nd<br />

after Mobile Digital<br />

• Engaging consumers: 3rd after<br />

Mobile Digital and Desktop Digital<br />

PEOPLE<br />

The survey also gauged the feelings<br />

and perceptions of people working on<br />

the media-owner side of the industry in<br />

the following media channel categories:<br />

Digital/Online, Magazines, Newspapers,<br />

Outdoor/Cinema, Radio, and TV.<br />

For the fourth year in a row, people<br />

working in OOH were notably more<br />

optimistic and positive about the<br />

industry, feeling valued and enjoying<br />

their workplace culture. Survey<br />

results showed that of the 391 OOH<br />

respondents, 80% rated themselves<br />

as either happy or very happy. All<br />

those happy vibes mean they also<br />

feel the most rewarded for their work<br />

(77%), they enjoy their organisation’s<br />

culture (91%) and are least likely to be<br />

actively looking for another job (19%).<br />

In a show of tremendous support<br />

for the OOH sector as an appealing<br />

area for employment, as well as<br />

professional experience and growth,<br />

Outdoor/Cinema was the only channel<br />

to show improvement in channel<br />

attractiveness in the last year.<br />

Across all media channels, OOH teams<br />

rated the highest on all scores:<br />

391<br />

OOH RESPONDENTS<br />

FEEL REWARDED<br />

77% FOR THEIR WORK<br />

ARE HAPPY/VERY<br />

80% HAPPY<br />

91%<br />

ENJOY THEIR<br />

ORGANISATION'S<br />

CULTURE<br />

47


Itʼs about growth | SECTION 08<br />

Top spenders<br />

ALL MEDIA<br />

OUT OF HOME<br />

<strong>2016</strong> 2015 CATEGORIES <strong>2016</strong> $M 2015 $M YOY% <strong>2016</strong> $M %SHARE<br />

1 1 RETAIL 1,885.2 1,889.6 -0.2 83.4 4.4<br />

2 2 ENTERTAINMENT & LEISURE 597.0 603.8 -1.1 64.7 10.8<br />

3 5 MOTOR VEHICLES 967.0 1,026.0 -5.7 58.2 6.0<br />

4 3 FINANCE 406.6 380.3 6.9 57.7 14.2<br />

5 4 COMMUNICATIONS 309.3 278.5 11.1 49.4 16.0<br />

6 7 FOOD 307.5 305.7 0.6 39.0 12.7<br />

7 6 TRAVEL/ACCOMODATION 625.6 553.8 13.0 38.2 6.1<br />

8 8 MEDIA 237.8 225.3 5.6 34.5 14.5<br />

9 10 BEVERAGES ALCOHOLIC 71.5 73.3 -2.4 26.8 37.5<br />

10 9 BEVERAGES NON-ALCOHOLIC 115.7 126.4 -8.5 26.3 22.7<br />

ALL MEDIA<br />

OUT OF HOME<br />

<strong>2016</strong> 2015 ADVERTISERS <strong>2016</strong> $M 2015 $M YOY% <strong>2016</strong> $M %SHARE<br />

1 1 SINGTEL GROUP 43.1 45.9 -5.9 18.5 42.9<br />

2 2 LION 28.4 40.9 -30.6 12.4 43.6<br />

3 8 GOVERNMENT COMMONWEALTH 90.1 73.9 21.9 11.2 12.4<br />

4 9 ANZ BANKING GROUP LTD 33.9 32.2 5.3 10.3 30.5<br />

5 3 GOVERNMENT NSW 61.9 59.1 4.7 9.8 15.9<br />

6 11 VILLAGE ROADSHOW GROUP 55.0 52.3 5.2 9.7 17.6<br />

7 7 SAMSUNG ELECTRONICS AUST P/L 22.2 26.0 -14.6 9.6 43.4<br />

8 10 MCDONALDS FAMILY RESTAURANTS 71.2 62.3 14.3 8.7 12.3<br />

9 19 COMMONWEALTH BANK AUSTRALIA 32.6 37.9 -14.1 8.3 25.5<br />

10 13 WOOLWORTHS LIMITED 137.5 184.1 -25.3 8.3 6.0<br />

48<br />

Source: Nielsen AIS (excludes Digital and Direct Mail)


“Outdoor amplifies, drives incremental reach<br />

and brand consideration. We subscribe<br />

to Outdoor’s ability to provide a sense<br />

of scale and presence in market. We see<br />

through our research that Outdoor has a<br />

very strong role to play when it comes to<br />

multiplying our reach and frequency.”<br />

Toby Dewar<br />

HEAD OF MEDIA, WESTPAC<br />

49


Backbone of the industry | SECTION 09<br />

<strong>OMA</strong> committees<br />

There are four <strong>OMA</strong> committees<br />

appointed by the Board of Directors<br />

to assist in identifying and managing<br />

key issues affecting the Out of Home<br />

(OOH) industry. The committees<br />

comprise of staff from the <strong>OMA</strong>’s<br />

membership base.<br />

FINANCE COMMITTEE<br />

The Finance Committee signs off on<br />

the <strong>OMA</strong>’s monthly and quarterly<br />

revenue reports. The committee also<br />

provides strategic advice on all <strong>OMA</strong><br />

and MOVE financial matters to the<br />

Board. There were two meetings of<br />

the Finance Committee in <strong>2016</strong>.<br />

• Peter Cargin, QMS Media<br />

• Wayne Castle, APN Outdoor<br />

• Chris Hunt, Adshel<br />

• Peter McClelland, oOh!media<br />

• Charmaine Moldrich, <strong>OMA</strong><br />

and MOVE (Chair)<br />

• Brendan O’Neill, JCDecaux<br />

KEY ACHIEVEMENTS<br />

Both the <strong>OMA</strong> and MOVE<br />

exceeded the budget targets set<br />

and all finances were in order.<br />

MARKETING AND SALES<br />

COMMITTEE<br />

The Marketing and Sales Committee<br />

develops effective strategies for all<br />

ongoing and new marketing and<br />

communications activities undertaken<br />

by the <strong>OMA</strong>. There were a total<br />

of four meetings of the Marketing<br />

and Sales Committee in <strong>2016</strong>.<br />

• Michaela Chan, oOh!media<br />

• Kirsty Dollisson, TorchMedia<br />

• Nick Errey, oOh!media<br />

• Matt Fisher, TorchMedia<br />

• Ti-Ahna Firth, <strong>OMA</strong><br />

• Roopa Fullivai, Adshel<br />

• Kathy Hamill, <strong>OMA</strong> (Chair)<br />

• Ailing Huang, <strong>OMA</strong><br />

• Sarah Hughes, Adshel<br />

• Yuki Ito, QMS Media<br />

• Jane King, APN Outdoor<br />

• Sara Lappage, QMS Media<br />

• Meg McGinty, goa<br />

• Julie Mclean, <strong>OMA</strong><br />

• Bruce Mundell, oOh!media<br />

• Steve O’Connor, JCDecaux<br />

• Jordana Sherlock, APN Outdoor<br />

• Charlotte Valente, Adshel<br />

• Essie Wake, JCDecaux<br />

• Craig Wilson, Adled<br />

• Janine Wood, APN Outdoor<br />

KEY ACHIEVEMENTS<br />

Successfully launched the Primal<br />

Advantage biometric research study.<br />

WORK HEALTH AND SAFETY<br />

COMMITTEE<br />

The Work Health and Safety (WHS)<br />

Committee oversees matters relating to<br />

WHS issues affecting the industry.<br />

In <strong>2016</strong>, the <strong>OMA</strong> held one WHS<br />

installers’ workshop. The <strong>OMA</strong> also<br />

held a series of WHS sub-committee<br />

meetings to investigate the utility of a<br />

web-based or mobile WHS application.<br />

• Glenn Badcock, JCDecaux<br />

• Brad Bishopp, Bishopp<br />

Outdoor Advertising<br />

• Steve Bovey, QMS Media<br />

• Kevin Hoult, Prime Signs<br />

• Tess Phillips, <strong>OMA</strong> (Chair)<br />

• Ajay Powell, APN Outdoor<br />

• Craig Pritchard, Country<br />

Outdoor Signs<br />

• Rosemary Roberts, oOh!media<br />

• Blair Robertson, Daktronics<br />

• Michael Saunders, Adshel<br />

• Nigel Spicer, Cactus Imaging<br />

• Cathy Towers, <strong>OMA</strong><br />

• Pete Tyquin, goa<br />

• Dom Weir, Coresafe<br />

• Collin Willshire, Prime Signs<br />

KEY ACHIEVEMENTS<br />

The WHS sub-committee investigated<br />

and determined the most suitable<br />

provider for web or mobile app<br />

technology to support WHS<br />

obligations of OOH installers.<br />

50


“The engagement and collaboration within all the<br />

<strong>OMA</strong> committees, between companies that are<br />

otherwise competitors, is testament to a mature<br />

and cohesive industry that gets things done.”<br />

Chris Tyquin<br />

JOINT MANAGING DIRECTOR, GOA<br />

REGULATORY AFFAIRS<br />

COMMITTEES<br />

The Regulatory Affairs Committees<br />

oversee all regulatory matters affecting<br />

the industry. In <strong>2016</strong>, the committees<br />

focused on a number of regulatory<br />

issues in New South Wales (NSW),<br />

Queensland (QLD), and Victoria (VIC).<br />

There were three meetings in NSW<br />

and two each in QLD and VIC.<br />

NSW / DIGITAL<br />

• Kelly Ainley, Adshel<br />

• Anita Burgermeister, oOh!media<br />

• Michael Cali, oOh!media<br />

• Bronwyn Clementson, APN Outdoor<br />

• Graham Johanson, oOh!media<br />

• Melissa Maggs, goa<br />

• Charmaine Moldrich, <strong>OMA</strong> and MOVE<br />

• Steve O’Connor, JCDecaux<br />

• Tess Phillips, <strong>OMA</strong> (Chair)<br />

• Michele Pirozzi, Adshel<br />

• Damien Rath, APN Outdoor<br />

• Blair Robertson, Daktronics<br />

• Cathy Towers, <strong>OMA</strong><br />

• Adam Trevena, QMS Media<br />

• Mike Tyquin, Adshel<br />

• Andrew Tyquin, Outdoor Systems<br />

• Brian Tyquin, Outdoor Systems<br />

• Matthew Vincent, JCDecaux<br />

• Diana Woolridge-Jones, Adshel<br />

QLD<br />

• Kelly Ainley, Adshel<br />

• Hulwina Azmi, APN Outdoor<br />

• Peter Bailey, Bailey<br />

Outdoor Advertising<br />

• Brad Bishopp, Bishopp<br />

Outdoor Advertising<br />

• Mitch James, Paradise<br />

Outdoor Advertising<br />

• Graham Johanson, oOh!media<br />

• Brad Lindsay, APN Outdoor<br />

• Melissa Maggs, goa<br />

• Nick McAlpine, Bishopp<br />

Outdoor Advertising<br />

• Charmaine Moldrich, <strong>OMA</strong> and MOVE<br />

• Tess Phillips, <strong>OMA</strong> (Chair)<br />

• Peter Savage, Metrospace<br />

Outdoor Advertising<br />

• Rob Sharp, Adled<br />

• Rod Taylor, Tayco Outdoor<br />

Advertising<br />

• Cathy Towers, <strong>OMA</strong><br />

• Adam Trevena, QMS Media<br />

• Chris Tyquin, goa<br />

• Matthew Vincent, JCDecaux<br />

• Collin Willshire, Prime Signs<br />

• Diana Woolridge-Jones, Adshel<br />

VIC<br />

• Luke Brett, oOh!media<br />

• Peter Franklin, APN Outdoor<br />

• Charmaine Moldrich,<br />

<strong>OMA</strong> and MOVE<br />

• Paul O’Doherty, Adshel<br />

• Tess Phillips, <strong>OMA</strong> (Chair)<br />

• Greg Power, Adshel<br />

• Cathy Towers, <strong>OMA</strong><br />

• Adam Trevena, QMS Media<br />

• Matthew Vincent, JCDecaux<br />

• Adam Whitford, iOM<br />

KEY ACHIEVEMENTS<br />

• NSW: Negotiations on the City<br />

of Sydney Development Control<br />

Plan for Signs and Advertising,<br />

submission to NSW Government<br />

on the Transport Corridor<br />

Advertising Signage Guidelines,<br />

legal workshop for members<br />

on Existing Use Rights.<br />

• QLD: Submission to the new<br />

Planning Scheme, consultation<br />

on the Roadside Advertising<br />

Guideline, legal workshop<br />

on Existing Use Rights.<br />

• VIC: Presentation to Vic<br />

Roads and submission to<br />

Future Melbourne 2026.<br />

51


Backbone of the industry | SECTION 09<br />

MOVE committees<br />

In <strong>2016</strong>, three committees supported<br />

and contributed to the ongoing<br />

management and development of<br />

MOVE, as well as the development<br />

and communication of Out of Home<br />

(OOH) research.<br />

INDUSTRY USER GROUP<br />

The Industry User Group (IUG)<br />

comprises of senior planners and<br />

OOH buyers from major advertising<br />

agencies, together with a MOVE<br />

Board representative, the <strong>OMA</strong> and<br />

MOVE CEO and MOVE staff. The<br />

IUG provides strategic advice and<br />

counsel about issues involving MOVE,<br />

from the point of view of advertising<br />

planners, and ensures users’ interests<br />

are at the forefront of MOVE and<br />

its development. There were two<br />

meetings of the IUG in <strong>2016</strong>.<br />

• Tione Blackley, Group M<br />

• Craig Cooper, Starcom<br />

MediaVest Group<br />

• Victor Corones, Magnaglobal<br />

• Jo Dick, OMD<br />

• Jackie Edwards, Magnaglobal<br />

• Kylie Green, MOVE<br />

• Grant Guesdon, MOVE<br />

• Charmaine Moldrich, <strong>OMA</strong><br />

and MOVE<br />

• Steve O’Connor, <strong>OMA</strong><br />

and MOVE (Chair)<br />

• Cassandra Thomas-Smith,<br />

Posterscope<br />

TECHNICAL COMMITTEE<br />

The Technical Committee (TECHCOM)<br />

comprises technical representatives<br />

from each of the major operator owners<br />

of MOVE, a representative of MOVE’s<br />

modelling contractor, Veitch Lister<br />

Consulting (VLC) and is supported<br />

by MOVE staff. TECHCOM oversees<br />

all of MOVE’s technical development<br />

and modelling matters. This includes<br />

data updates and software updates,<br />

as well as modelling and technical<br />

developments that are used to derive<br />

OOH measurement results. There were<br />

ten meetings of TECHCOM in <strong>2016</strong>.<br />

• Nicola Akom, APN Outdoor<br />

• Yasmin Berry, oOh!media<br />

• Leah Buckley, Adshel<br />

• Charlotte Chaouka, JCDecaux<br />

• Doug Chau, MOVE<br />

• Edwina Colquhoun, oOh!media<br />

• Jamie Cook, VLC<br />

• Tara Coverdale, oOh!media<br />

• Kylie Green, MOVE<br />

• Grant Guesdon, MOVE (Chair)<br />

• Kathy Hamill, <strong>OMA</strong><br />

• Abigail Holmes, JCDecaux<br />

• Sarah Hughes, Adshel<br />

• Meg McGinty, goa<br />

• Robyn Merritt, Adshel<br />

• Leigh Morris, goa<br />

• Cristina Smart, JCDecaux<br />

• Janine Wood, APN Outdoor<br />

• Christian Zavecz, QMS Media<br />

AUT<strong>OMA</strong>TED TRANSACTION<br />

PLATFORM WORKING COMMITTEE<br />

The Automated Transaction Platform<br />

(ATP) Working Committee was added<br />

in 2015 to assist the Board with defining<br />

the technical specification for the<br />

industry’s new ATP, currently in design<br />

stage. There were three meetings of<br />

the ATP Working Committee in <strong>2016</strong>.<br />

• Alex Black, Adshel<br />

• Cassandra Collins, APN Outdoor<br />

• Noel Cook, oOh!media<br />

• Luke Franklin, Bishopp<br />

Outdoor Advertising<br />

• Jane Garry, Adshel<br />

• Kylie Green, MOVE<br />

• Grant Guesdon, MOVE<br />

• Andrew Hines, APN Outdoor<br />

• Gary Howells, Adshel<br />

• Meg McGinty, goa<br />

• Charmaine Moldrich, <strong>OMA</strong><br />

and MOVE (Chair)<br />

• Oliver Newton, JCDecaux<br />

• Daniel Owen, iOM<br />

• Charles Parry-Okeden,<br />

Executive Channel Network<br />

• John Purcell, oOh!media<br />

• Tom Sandow, JCDecaux<br />

• Cristina Smart, JCDecaux<br />

• Chris Tyquin, goa<br />

• Mike Tyquin, Adshel<br />

• Andrew Walls, oOh!media<br />

• Daniel Wunsch, Executive<br />

Channel Network<br />

KEY ACHIEVEMENTS<br />

KEY ACHIEVEMENTS<br />

52<br />

• <strong>2016</strong> audience data update<br />

• Methodology enhancement<br />

– light rail included in <strong>2016</strong><br />

• Data Integration with<br />

emma and geoemma.<br />

Developed a detailed specification<br />

of functionality inclusions in<br />

the ATP, which was used in the<br />

Request for Proposal in <strong>2016</strong>.


53


Backbone of the industry | SECTION 09<br />

Awards and accolades<br />

<strong>OMA</strong> ANNUAL GENERAL MEETING<br />

AND INDUSTRY AWARDS <strong>2016</strong><br />

The <strong>OMA</strong> hosted its <strong>Annual</strong> General<br />

Meeting combined with the Members’<br />

Cocktail event, on Tuesday 17 May, with<br />

industry awards presented on the night.<br />

The <strong>OMA</strong> industry awards were<br />

established to reward and acknowledge<br />

those individuals who regularly<br />

exceed organisational and industry<br />

expectations and who are taking Out<br />

of Home (OOH) to new heights. The<br />

industry is only as good as the people<br />

who work in it and we continue to hold<br />

this group of people in high regard.<br />

Congratulations to the following<br />

members acknowledged in <strong>2016</strong><br />

for their outstanding contribution<br />

to the OOH industry:<br />

EXCELLENCE IN INNOVATION AWARD<br />

Greg Davis, oOh!media<br />

OUTSTANDING SERVICE AWARD<br />

Damien Rath, APN Outdoor<br />

RISING STAR AWARD<br />

Sarah Hughes, Adshel<br />

THE <strong>OMA</strong> INDUSTRY AWARD<br />

Janine Wood, APN Outdoor<br />

“I was thrilled and hounoured to be<br />

the recipient of the <strong>OMA</strong>’s Rising<br />

Star Award in <strong>2016</strong>. Personally, having<br />

Adshel nominate me and with the<br />

industry recognising the contribution<br />

I’ve made over the past few years<br />

has empowered me to look at how I<br />

can do more. It’s a competitive and<br />

challenging industry to work in and<br />

I love to look beyond the norm.”<br />

Sarah Hughes<br />

54<br />

PRODUCT MARKETING MANAGER, ADSHEL


<strong>2016</strong> MEDIA I AWARDS<br />

The <strong>2016</strong> Media i Awards were held in<br />

November to recognise sales excellence<br />

for teams and individuals across all<br />

media channels. Voted by agency<br />

professionals, the awards program<br />

seeks to improve the understanding<br />

and appreciation of the sales process<br />

in delivering media excellence.<br />

The Outdoor industry had another<br />

year of big wins, scooping up seven<br />

awards. Congratulations to the following<br />

individuals and sales teams who were<br />

recognised in the following categories:<br />

MEDIA/OWNER SALES TEAM OF<br />

THE YEAR<br />

QUEENSLAND<br />

JCDecaux: Elizabeth Burnett,<br />

Gemma Ferrier, Louise Nicholls<br />

SOUTH AUSTRALIA<br />

oOh!media: Jessica Batrac, Sally<br />

Lasogga, Maddy Lewis, Nathan<br />

Robertson, Alana Zanardo<br />

OUTDOOR/CINEMA SALES PERSON<br />

OF THE YEAR<br />

NEW SOUTH WALES<br />

Gemma Watkins, JCDecaux<br />

QUEENSLAND<br />

Veronica Tsiros, APN Outdoor<br />

SOUTH AUSTRALIA<br />

Maddy Lewis, oOh!media<br />

VICTORIA<br />

Jess Marquis, QMS Media<br />

WESTERN AUSTRALIA<br />

James Van Grootel, oOh!media<br />

55


Backbone of the industry | SECTION 09<br />

<strong>OMA</strong> membership<br />

In <strong>2016</strong> the <strong>OMA</strong> had a total of 34 member companies representing<br />

approximately 90% of the Out of Home (OOH) industry in Australia.<br />

The <strong>OMA</strong> serves its members by promoting the industry and<br />

developing constructive relations with primary stakeholders.<br />

Becoming an <strong>OMA</strong><br />

member is more than<br />

just about membership.<br />

It is about joining a community<br />

of friends and colleagues, sharing<br />

experiences and supporting one another<br />

individually and collectively as an<br />

industry. With a relatively small share of<br />

the media pie, it is in our best interest<br />

to work together to build the industry’s<br />

profile through research and insights,<br />

improve and transform what we offer<br />

with new technology and innovation,<br />

and to nurture our future growth by<br />

ensuring a sustainable approach to all<br />

aspects of business. An application<br />

for membership requires the approval<br />

of the <strong>OMA</strong>’s Board of Directors.<br />

• The development of custom<br />

research to advance the industry<br />

• The development of industry<br />

standards and guidelines.<br />

ACCESS TO:<br />

The Media Federation of Australia and<br />

Australian Association of National<br />

Advertisers accredited audience<br />

measurement system, MOVE, electronic<br />

newsletters, media releases and<br />

media summaries, assistance and<br />

regular updates on industry legislative,<br />

regulatory and legal issues, including:<br />

• Industry revenue reports<br />

• Industry-specific, customised<br />

WHS materials<br />

• Individual council development<br />

control plans.<br />

BENEFITS TO MEMBERS<br />

PROMOTION TO:<br />

Members form a vital network that<br />

is actively promoted, supported and<br />

consulted by the <strong>OMA</strong>. Members also<br />

benefit from the lobbying and advocacy<br />

that the <strong>OMA</strong> conducts on their behalf<br />

on regulatory and planning issues.<br />

• Advertisers<br />

• Creative agencies<br />

• Government<br />

• Industry stakeholders<br />

• Media<br />

• Media agencies<br />

PARTICIPATION IN:<br />

• Discussions and meetings on<br />

legislative and regulatory issues<br />

• <strong>OMA</strong> sponsored industry<br />

seminars, events and awards<br />

56


There are three<br />

categories of <strong>OMA</strong><br />

membership:<br />

MEDIA DISPLAY MEMBERS –<br />

OUTDOOR MEDIA COMPANIES<br />

These companies (p.58) advertise thirdparty*<br />

products across all categories<br />

in the OOH sector including: airports,<br />

bicycle stations, billboards, buses,<br />

bus stations, cafes, doctors’ surgeries,<br />

free-standing advertisement panels,<br />

medical centres, office buildings<br />

and lifts, pedestrian bridges, railway<br />

stations, shopping centres, street<br />

furniture (bus/tram shelters, public<br />

toilets, telephone booths and kiosks),<br />

trains, trams and universities.<br />

NON-MEDIA DISPLAY<br />

MEMBERS – PRODUCTION AND<br />

INSTALLATION COMPANIES<br />

These companies (p.60) include printers<br />

(including the supply of printing<br />

materials), installers, maintenance<br />

fabrication companies and other<br />

producers of billboard skins and vinyls<br />

used for OOH advertisements.<br />

ASSET OWNER MEMBERS –<br />

“As a relatively new business<br />

in the Digital Out of<br />

Home market, the <strong>OMA</strong><br />

provides Tonic Health both<br />

hard and soft support and<br />

value. In a micro sense,<br />

the <strong>OMA</strong> engenders a<br />

legitimacy and trust for<br />

our customers in our<br />

offering. In a macro sense,<br />

the <strong>OMA</strong> is an advocate,<br />

a warrior for the OOH<br />

industry, driving change,<br />

insights and data, engaging<br />

people and industry far<br />

beyond the fold of OOH.”<br />

Jack Mortlock<br />

COMMERCIAL DIRECTOR, TONIC HEALTH MEDIA.<br />

PROPERTY OWNERS<br />

These companies (p.61) own the space<br />

upon which the OOH advertising stands.<br />

*Advertising in which the advertisement is not associated with the premises eg. a land or property<br />

owner allows an outdoor media company to display an advertisement for a third-party product.<br />

57


Backbone of the industry | SECTION 09<br />

<strong>OMA</strong> member companies<br />

MEDIA DISPLAY MEMBERS<br />

58<br />

ADLED is an Australian-owned, Queenslandbased<br />

provider of large format digital<br />

billboard technology. ADLED design,<br />

construct, and provide asset management<br />

and maintenance for networks of digital<br />

advertising devices throughout Queensland<br />

and regional New South Wales. ADLED draws<br />

together a number of companies, all with<br />

extensive experience in the Out of Home<br />

and construction industries.<br />

adled.com.au<br />

Adshel connects advertisers to commuters<br />

where they live, work, shop and play.<br />

Adshel is a leader in street furniture in<br />

Australia, driving innovation through ongoing<br />

digital expansion, data and geo-targeting<br />

solutions. Adshel offers advertisers new<br />

and exciting ways to connect, engage and<br />

influence Out of Home (OOH) audiences at<br />

scale. An unrivalled footprint, reaching 92% of<br />

Australians 68 times a fortnight, is what sets<br />

Adshel apart from the rest. Wholly owned by<br />

APN News & Media, Adshel is one of the most<br />

recognised names in OOH in Australia.<br />

adshel.com.au<br />

APN Outdoor is Australia and New Zealand’s<br />

most progressive Outdoor advertising<br />

company; leaders in the digital billboard,<br />

billboard, transit, rail and airport advertising<br />

categories. While specialising in traditional<br />

Outdoor formats, the company also maintains<br />

particular focus on growing and developing<br />

its digital portfolio, establishing APN Outdoor<br />

as the unrivalled leader in this space. In<br />

addition, APN Outdoor has established itself<br />

as a vanguard in research, investing in several<br />

market leading studies that prove the power<br />

of the medium and foster innovation.<br />

apnoutdoor.com.au<br />

Bailey Outdoor Advertising is a large format<br />

billboard company, proudly Queensland<br />

owned and operated. Bailey has been<br />

servicing the Out of Home industry with<br />

large-format digital printing and signage<br />

for over 25 years.<br />

bannerspecialists.com.au<br />

Bishopp Outdoor Advertising started as<br />

a father and son home business on a farm<br />

outside Maryborough in 1993. In the 24 years<br />

since, Bishopp has grown to be Queensland’s<br />

leading regional Outdoor advertising<br />

company, with more than 800 large format<br />

billboards across the state. Bishopp truly<br />

is a Queensland success story, employing<br />

a staff of 30, strong relationships with over<br />

400 property owners, and more than 1,000<br />

businesses using Bishopp to promote their<br />

business in the last year.<br />

bishopp.com.au<br />

Executive Channel Network (ECN) is a digital<br />

communication business providing major<br />

office buildings with ‘real-time’ information,<br />

connecting executives to relevant content<br />

and providing brands with a premium quality,<br />

highly-targeted advertising network for an<br />

aspirational environment.<br />

ECN was acquired by oOh!media on<br />

1 November <strong>2016</strong><br />

goa was established in Queensland in 1983<br />

and is still family owned. Its billboards offer<br />

extensive coverage of the Brisbane market,<br />

with 85% of south-east Queensland reached<br />

every week. Its mission is to ensure all its<br />

experience, effort and investment is focused<br />

on getting its clients noticed.<br />

goa.com.au<br />

Since iOM commenced business in 1994, it<br />

has remained an independent Australianowned<br />

and managed Outdoor advertising<br />

company. The key to iOM’s success has been<br />

that it offers exceptional coverage across<br />

Melbourne metropolitan markets and the<br />

key regional centres. For clients from large<br />

corporations to sole traders, iOM delivers<br />

unique advertising solutions based on the<br />

client’s specific requirements.<br />

IOM was acquired by APN Outdoor on<br />

1 August <strong>2016</strong>.


JCDecaux is the global number one Out<br />

of Home (OOH) media company, with a<br />

consistent focus on providing high quality<br />

street furniture and OOH networks. The<br />

expansive suite of premium JCDecaux<br />

products, in key metropolitan areas, delivers<br />

advertisers unparalleled access to affluent<br />

audiences across Australia.<br />

jcdecaux.com.au<br />

Metrospace Outdoor Advertising is a privatelyowned<br />

Queensland business that has been<br />

trading since 1984. It aims to provide highquality<br />

Outdoor signage solutions in large and<br />

medium formats across Brisbane, focussing on<br />

quality rather than quantity.<br />

Metrospace was acquired by APN Outdoor on<br />

26 August <strong>2016</strong>.<br />

oOh!media is a leading operator in Australia<br />

and New Zealand’s fast-growing Out of<br />

Home advertising industry, creating deep<br />

engagement between people and brands<br />

through unmissable location-based media<br />

solutions. Its network is unparalleled, with<br />

a diverse portfolio of traditional and digital<br />

signs across roadside, retail, airport and place<br />

based media offerings in CBD office towers,<br />

cafes, fitness venues, bars and universities.<br />

oOh!media combines this extensive reach<br />

with sophisticated data, industry leading<br />

insights and world leading digital innovation,<br />

integrating its physical inventory with<br />

experiential, social and mobile online channels<br />

to provide clients with greater connections<br />

with consumers.<br />

oohmedia.com.au<br />

Outdoor Systems is an independent billboard<br />

media company with more than 60 years of<br />

industry experience. Its core focus is on high<br />

quality digital and static large format billboards<br />

in the Sydney market. Outdoor Systems offers<br />

sales, management and development solutions<br />

for new and existing billboard sites, and<br />

consulting services to commercial and local<br />

government stakeholders.<br />

outdoorsystems.com.au<br />

O U T D O O R<br />

QMS Media is a leading Outdoor media<br />

company in Australia and New Zealand,<br />

specialising in providing clients and agency<br />

partners with engaging, impactful and<br />

innovative advertising solutions across its<br />

premium Outdoor media network. QMS<br />

specialises in premium landmark digital<br />

and static billboards, street furniture, sport,<br />

and transit media. Through its iconic digital<br />

portfolio, it aims to redefine the industry<br />

standard and escape the average as it enables<br />

clients to deliver inspiring and engaging<br />

campaigns that deliver results.<br />

qmsmedia.com<br />

Savage Outdoor Advertising is a small<br />

family based operation with over<br />

30 years’ experience in Out of Home<br />

media. Savage Outdoor provides large<br />

format displays in key Brisbane areas.<br />

Established in 2004, Tayco Outdoor<br />

Advertising combines best practice with<br />

on-the-ground expertise and a comprehensive<br />

knowledge of the advertising industry.<br />

Through a consultative approach, Tayco<br />

provides a variety of clients in Queensland<br />

with tailored solutions that are fresh and<br />

innovative. Tayco builds partnerships with<br />

its clients and the community to ensure<br />

sustainable, quality and environmentallyfriendly<br />

products are deployed.<br />

taycooutdoor.com.au<br />

Tonic Health Media is Australia’s largest health<br />

and wellbeing network, created by Health<br />

Professionals in collaboration with Out of<br />

Home (OOH) Media Specialists. Its multichannel<br />

network engages patients and their<br />

carers while they wait for GP appointments<br />

and other health services, using digital OOH.<br />

Print and digital posters and brochures<br />

enable advertisers and sponsors to deliver<br />

geo-targeted messages that activate the<br />

audience of 13 million Australian’s per month<br />

in 4,000 locations, at a time when they are<br />

most engaged with their health and lifestyle.<br />

tonichealthmedia.com.au<br />

From the humblest of beginnings – a one man<br />

billboard operation – to one of the largest<br />

and fastest growing regional advertising<br />

organisations in Australia. Today, Paradise<br />

Outdoor Advertising is still a family business<br />

managing over 1,000 billboards across<br />

Northern Australia, including traditional<br />

billboards, digital sites and airport advertising.<br />

The business is supported by a staff of 20,<br />

including sales, design and maintenance, and<br />

has a presence in all major regional city centres<br />

in Queensland.<br />

paradiseoutdoor.com.au<br />

TorchMedia is a specialist in the Out of Home<br />

advertising landscape, providing brands<br />

across Australia a diverse platform of tailored<br />

solutions to drive their brand objectives.<br />

TorchMedia’s range of high-impact transit<br />

and targeted retail formats offer flexible,<br />

accountable campaigns that deliver results.<br />

torchmedia.com.au<br />

59


Backbone of the industry | SECTION 09<br />

NON-MEDIA DISPLAY MEMBERS<br />

Active Display Group is Australia’s most<br />

awarded point-of-sale display and signage<br />

manufacturer for the retail industry. It<br />

offers a comprehensive suite of services<br />

from design, production and distribution,<br />

through to installation, merchandising<br />

and warehousing.<br />

www.activedisplay.com.au<br />

Daktronics has been designing and<br />

producing innovative electronic signage<br />

since 1968. 20 years ago, the company took<br />

a chance with digital billboards, holding the<br />

belief they would be the next big thing for<br />

Out of Home advertising. Daktronics has<br />

been the industry's leading digital billboard<br />

manufacturer ever since.<br />

daktronics.com<br />

At Adstream, new solutions are dreamed<br />

up that give media owners the power<br />

to work smarter. Adstream’s Quickcut<br />

scrutinises Out of Home advertisements like<br />

no other. With over 290 checks, Adstream<br />

ensures material gets to media owners<br />

looking the way it’s supposed to – perfect.<br />

Advertisements are built to spec, quality<br />

controlled, validated and delivered.<br />

adstream.com.au<br />

Cactus Imaging is Australasia’s leading<br />

production house for the digital printing<br />

of large-format images. It specialises in<br />

producing frontlit and backlit billboards,<br />

fabric displays, truckside advertising,<br />

stadium and arena displays, shopping mall<br />

displays, transit/taxi graphics, building<br />

wraps, exhibition graphics and displays,<br />

wall murals, banners, movie and stage<br />

backdrops, as well as point-of-sale displays.<br />

cactusimaging.com.au<br />

Coresafe has been providing trusted health,<br />

safety and environmental consultancy services<br />

to <strong>OMA</strong> members for 15 years.<br />

coresafe.com<br />

Key Systems has been successfully<br />

supplying asset management software<br />

to Out of Home (OOH) media owners<br />

since 2005. Its fusion software manages<br />

traditional and digital OOH inventory,<br />

maximising the returns generated and<br />

streamlining the Outdoor advertising life<br />

cycle. Key Systems has recently expanded<br />

its business with the addition of a number<br />

of new clients. It is an international<br />

company that understands local industry<br />

requirements in all the countries it operates<br />

and is committed to long-term investment<br />

in the Australian market.<br />

keysystemsww.com<br />

MMT Print has established itself as one<br />

of the leading large-format printing<br />

businesses in Australia, through<br />

significantly expanding its printing and<br />

finishing capabilities to include the<br />

production of billboards, street furniture,<br />

back-lit displays, hoardings, fleet graphics,<br />

point-of-sale and signage applications with<br />

speed and precision. MMT Print’s unique<br />

technologies and premium quality have<br />

been the hallmarks of its operation since its<br />

inception in 1991.<br />

mmtprint.com<br />

60<br />

Established in 1976, Country Outdoor Signs is<br />

a specialist sign production, installation and<br />

maintenance company. From the smallest<br />

shop sign to the largest Outdoor advertising<br />

project, Country Outdoor Signs maintains<br />

a professional, progressive and innovative<br />

approach to its clients’ requirements.<br />

cosigns.com.au<br />

Omnigraphics is Australia’s premier grand<br />

format digital printer, with offices in<br />

Melbourne, Sydney and representation in<br />

Adelaide, Brisbane and Perth. Omnigraphics<br />

has more diversity and range of products on<br />

offer than any other printer in Australia and is<br />

renowned for being a pioneer in the industry.<br />

Omnigraphics specialises in printing billboards,<br />

banners, street furniture, hoardings, lightboxes,<br />

point-of-sale, retail signage and much more.<br />

Continued investment in new technologies and<br />

processes makes Omnigraphics the partner of<br />

choice for Australia’s leading brands.<br />

omnigraphics.com.au


Family owned and operated, Prime Signs is a<br />

leader in the complete sign services market,<br />

and employs outstanding people who share<br />

its vision of excellence and diligence.<br />

It understands the dynamic and demanding<br />

pace of the industry, insisting on attention<br />

to detail, integrity and forward thinking.<br />

It pushes us to constantly evolve and provide<br />

outstanding Out of Home installation service<br />

and Prime Signs have delivered in this capacity<br />

for 18 years.<br />

primesigns.com.au<br />

From billboard installations, hoardings, truck<br />

signage, car and bus adhesive wraps, small<br />

banners, shop signage, window displays,<br />

sign maintenance, banner finishing services,<br />

steel fabrication, abseiling and everything in<br />

between, USI does it all.<br />

ultimatesigns.com.au<br />

Ayuda and BigScreen Video<br />

joined the <strong>OMA</strong> in early 2017.<br />

Rojo Pacific imports, stocks and distributes<br />

large-format printing materials for<br />

point-of-sale, Out of Home signs and<br />

exhibition markets.<br />

rojopacific.com.au<br />

ASSET OWNERS<br />

Roads and Maritime Services (RMS) is an<br />

operating agency within Transport for New<br />

South Wales (NSW). The RMS vision is to<br />

enable safe and efficient journeys throughout<br />

NSW. RMS develops advertising assets to<br />

provide commercial revenue annually for<br />

contribution to road and safety programs.<br />

The development program assesses each site<br />

for public safety, environmental suitability and<br />

commercial opportunities.<br />

rms.nsw.gov.au<br />

Sydney Airport is one of Australia’s most<br />

important pieces of infrastructure. It is the<br />

international gateway and an essential part<br />

of the transport network connecting Sydney<br />

to 44 international, 22 domestic interstate<br />

and 22 regional destinations. The location<br />

benefits both business and tourism and is<br />

a major strength underpinning Sydney’s<br />

future prosperity.<br />

sydneyairport.com.au<br />

Telstra is Australia’s leading<br />

telecommunications and information<br />

services company, offering a full range of<br />

communications services and competing in<br />

all telecommunications markets. In Australia,<br />

Telstra provides 17.2 million mobile services,<br />

7.0 million fixed voice services and<br />

3.4 million retail fixed broadband services.<br />

telstra.com.au<br />

XTD Limited has an adaptable system of<br />

large format LCD video screens specifically<br />

designed for underground and above-ground<br />

rail platform environments. XTD, through<br />

its division, ContactLight, has also launched<br />

proprietary mobile technology that seamlessly<br />

engages with digital Out of Home content.<br />

XTD’s focus is on increasing the engagement<br />

technology in Australia and internationally,<br />

as well as growing the screen networks<br />

in overseas markets. XTD has long-term<br />

contracts in Brisbane and Melbourne.<br />

xtd.tv<br />

61


Appendix | SECTION 10<br />

BENEFICIARIES OF<br />

OUR SUPPORT<br />

1800Respect<br />

Abacus Learning Centre<br />

ACT Government<br />

AgForce (Queensland)<br />

Alzheimer’s Australia<br />

Amy Gillett Foundation<br />

City of Casey (Victoria)<br />

Childers Multicultural Festival<br />

Children’s Hospital Foundation<br />

(Queensland)<br />

Churches of Christ (Queensland)<br />

City of Adelaide<br />

City of Armadale<br />

City of Canterbury Bankstown<br />

City of Charles Sturt<br />

City of Darebin<br />

Department of Transport and<br />

Main Roads (Queensland)<br />

Department of Treasury and Finance<br />

Disability Sports and<br />

Recreation (Victoria)<br />

Drug and Alcohol Services<br />

(South Australia)<br />

Drug and Alcohol Office<br />

(Western Australia)<br />

Dry July Foundation<br />

Animal Liberation (Queensland)<br />

ANZUP – Below the Belt Pedalthon<br />

Art Gallery of New South Wales<br />

ASX Settlement Pty Ltd<br />

Australian Air Force<br />

Australian Bureau of Statistics Census<br />

Australian Centre for Contemporary<br />

Art (Melbourne)<br />

Australian Children’s Music Foundation<br />

Australian Defence Force<br />

Australian Federal Police<br />

Australian Futures Project<br />

Australian Federal Government<br />

Australian Red Cross<br />

Australian Red Cross Blood Service<br />

Australian Sports Foundation<br />

City of Gold Coast<br />

City of Holdfast Bay<br />

City of Joondalup<br />

City of Melbourne<br />

City of Melville<br />

City of Norwood Payneham & St Peters<br />

City of Perth<br />

City of Stonnington<br />

City of Subiaco<br />

City of Sydney<br />

Clean Up Australia Day<br />

Consulate General of India<br />

Cootharinaga North Queensland<br />

Council of Australian Governments<br />

Creche and Kindergarten<br />

Association Limited<br />

Earth Hour<br />

Eastern Health (Melbourne)<br />

Edmund Rice Foundation<br />

Electoral Commission (Queensland)<br />

Emirates Australian Open<br />

Golf Championship<br />

Environment, Planning and<br />

Sustainable Development Directorate<br />

(Australian Capital Territory)<br />

Environment Protection Authority<br />

Financial Markets Foundation<br />

for Children<br />

Florey Institute of Neuroscience<br />

and Mental Health<br />

First Aid Services (South Queensland)<br />

Foodbank Australia<br />

Food Safety Information Council<br />

Crime Stoppers<br />

Fostering NSW<br />

Bankstown City Council<br />

Barnardos Australia<br />

Beyond Blue<br />

Bigger Picture WA<br />

Brisbane City Council<br />

Brisbane Festival<br />

Brisbane Marketing<br />

Bundaberg North Burnett Tourism<br />

Bundaberg Regional Council<br />

Danny Green’s ‘Stop the<br />

Coward Punch’ Campaign<br />

Deafness Foundation (Victoria)<br />

Department of Environment<br />

and Climate Change<br />

Department of Industry<br />

Department for Communities and<br />

Social Inclusion (South Australia)<br />

Department of Defence<br />

Gamblers Rehabilitation<br />

Fund (South Australia)<br />

Gold Coast Hospital Foundation<br />

Gold Coast 2018 Commonwealth<br />

Games Corporation<br />

Good360 Australia<br />

Green Vehicle Guide<br />

Guide Dogs (Queensland)<br />

62<br />

Bus Association Victoria<br />

Byron Shire Council<br />

Campbelltown City Council<br />

Camp Quality<br />

City of Canada Bay Council<br />

CanTeen<br />

Cancer Council Australia<br />

Cancer Council NSW<br />

Cancer Council VIC<br />

Central Park Aged Care<br />

Department of Energy and<br />

Water Supply (Queensland)<br />

Department of Environment and<br />

Heritage Protection (Queensland)<br />

Department of Health<br />

Department of Health and<br />

Human Services (Victoria)<br />

Department of Housing<br />

Department of Planning, Transport<br />

and Infrastructure (South Australia)<br />

Department of the Premier and<br />

Cabinet (South Australia)<br />

Headspace<br />

Humpty Dumpty Foundation<br />

Institute for Urban Indigenous<br />

Health (Queensland)<br />

Kids Under Cover<br />

Leukaemia Foundation<br />

Life without Barriers<br />

Lighthouse Youth Initiative<br />

LiveLighter


Lockyer Valley Garden Festival<br />

Logan City Council<br />

Melbourne International Film Festival<br />

Melbourne Primary Care Network<br />

Mindarie Regional Council<br />

Ministry for Primary Industries<br />

(New Zealand)<br />

Mission Australia<br />

Moreton Bay Regional Council<br />

Motor Neurone Disease Australia<br />

Motor Accident Commission<br />

Movember Foundation<br />

MS Society of NSW<br />

Multicultural Development Australia<br />

Murdoch Children’s Research Institute<br />

Museum of Brisbane<br />

Museum of Contemporary Art (Sydney)<br />

National Breast Cancer Foundation<br />

National Home Doctor Service<br />

National Institute of Integrative Medicine<br />

National Missing Persons Week<br />

National Museum of Australia<br />

National Rodeo Association<br />

Nature Conservation Council<br />

of New South Wales<br />

North Sydney Council<br />

New South Wales Government<br />

New South Wales Health<br />

New South Wales Nurses and<br />

Midwives’ Association<br />

New South Wales Police<br />

Opera Australia<br />

Ovarian Cancer Research Foundation<br />

OzHarvest<br />

PGA Australia<br />

Pink Hope<br />

Pittwater Council<br />

Playford Alive<br />

Primary Industries and<br />

Regions South Australia<br />

Queensland Ballet<br />

Queensland Fire and<br />

Emergency Services<br />

Queensland Government<br />

Queensland Health<br />

Queensland Institute of<br />

Medical Research<br />

Queensland Police Service<br />

ReachOut<br />

Red Frogs Australia<br />

Redkite<br />

Red Nose<br />

Road Safety Commission<br />

Robert Connor Dawes Foundation<br />

Rockdale City Council<br />

Ronald McDonald House<br />

Royal Brisbane and Women’s Hospital<br />

RSPCA – Big Adopt Out<br />

R U OK? Day<br />

South Australia Health<br />

South Australia Government<br />

Save the Children<br />

Scouts Australia<br />

Scouts Queensland<br />

Shelter South Australia<br />

Shore Regional Organisation of Councils<br />

Smiling Mind<br />

Southern Metropolitan Regional Council<br />

Special Olympics Australia<br />

Starlight Foundation<br />

St.George OpenAir Cinema<br />

St Vincent de Paul<br />

Stroke Foundation<br />

Sunshine Coast Council<br />

Sunshine Coast Marathon<br />

Surf Life Saving Australia<br />

Surf Life Saving (Victoria)<br />

Sydney Children’s Hospital<br />

Sydney Festival<br />

Sydney Harbour Foreshore Authority<br />

Sydney Opera House<br />

Thankyou Group<br />

The Australian Ballet<br />

The Big Health Foundation Ltd<br />

The Florey Institute of Neuroscience<br />

and Mental Health<br />

The Fred Hollows Foundation<br />

The Line<br />

The Mary Potter Foundation<br />

The Pyjama Foundation<br />

The Salvation Army<br />

The Smith Family<br />

The Song Room<br />

Think Pink Foundation<br />

ThyssenKrupp Marine Systems Australia<br />

Townsville Enterprise<br />

Townsville Mayor’s Christmas<br />

Tree Appeal<br />

Transdev New South Wales<br />

Transport Accident<br />

Commission (Victoria)<br />

Transport for New South Wales<br />

United Returned Soldiers Fund<br />

Urban Growth<br />

Urban Renewal Authority Playford Alive<br />

VenuesWest<br />

VIC Government<br />

VIC Roads<br />

Victoria Police Blue Ribbon Foundation<br />

Vinnies CEO Sleepout<br />

Walking Wounded (Queensland)<br />

Waratahs Rugby Team<br />

Warringah Council<br />

Water Corporation of Western Australia<br />

Western Australia Government<br />

Western Australia Police<br />

Where’s William? Campaign<br />

William Tyrell: $1 million dollar reward<br />

Willowbank Raceway<br />

Women in Super Mother’s<br />

Day Classic Fun Run<br />

World Wildlife Fund<br />

YGAP<br />

YMCA (Brisbane)<br />

Youngcare Budgie Bolt<br />

63


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<strong>OMA</strong><br />

Suite 504, 80 William Street<br />

East Sydney, NSW 2011<br />

T 02 9357 9900<br />

E<br />

INFO@<strong>OMA</strong>.ORG.AU<br />

<strong>OMA</strong>.ORG.AU<br />

THIS REPORT IS AVAILABLE AT <strong>OMA</strong>.ORG.AU<br />

ALL PHOTOGRAPHS © OUTDOOR MEDIA ASSOCIATION AND ITS MEMBERS<br />

PUBLISHER: OUTDOOR MEDIA ASSOCIATION<br />

ISSN – 1839 – 0315 (PRINT) ISSN – 1839 – 0323 (ONLINE)


68<br />

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